
Class. 
Book 



COPYRIGHT DEPOSIT 



ADVERTISING 



By 
HERBERT W. HESS, A. B. 

INSTRUCTOR IN 
ADVERTISING AND SALESMANSHIP 

WHARTON SCHOOL OF FINANCE AND COMMERCE 
UNIVERSITY OF PENNSYLVANIA 




Copyright 1910 
by 
UNIVERSAL BUSINESS INSTITUTE, 
NEW YORK 



Inc. 







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V 



V 




p RinTfR5' 



©CLA28G118 



CONTENTS 



PAGE 

Chapter I. 
Psychology and the Advertiser 11 

Chapter II. 
Forms and Figures of Advertisements 26 

Chapter III. 
Human Instincts 41 

Chapter IV. 
Principles of Memory 56 

Chapter V. 
Imagination 70 

Chapter VI. 
Desir 3 and Habit 85 

Chapter VII. 
Gfcc._. 6 tne Will "". 98 

Chapter VIII. 
Gaining and Holding the Attention 110 

Chapter IX. 
The Typography of Advertising 123 

Chapter X. 
The Illustration lg£ 

Chapter XI. 
Personality 199 

Chapter XII. 
The English of Advertising — Action and Description.. 209 



t£22=r 



fi~) 



PAGE 

Chapter XIII. 
Underlying Principles of Forceful Advertising English 224 

Chapter XIV. 
The Business Man's English — Figures of Speech 240 

Chapter XV. 
The English cf Advertising — Words 253 

Chapter XVI. 
The Ethics of Advertioing 285 

Chapter XVII. 
The Show Window 300 

Chapter XVIII. 
A Day in the Advertising Section of a Great Store. . . . ?>22 

Chapter XIX. 
Unique Advertising 333 

Chapter XX. 
Novelty Advertising 345 

Chapter XXI. 
Booklets — Catalogs — Circulars . 359 

Chapter XXII. 
Letter Writing 1 386 

Chapter XXIII. 
The Mail Order Department 404 

Chapter XXIV. 
Trade Journals 418 

Chapter XXV. 
The Media of Advertising 437 

Chapter XXVI. 
The Advertising Agency 458 

Chapter XXVII. 
An Advertising Campaign Outlined 474 

Chapter XXVIII. 
Salesmanship and Advertising . 489 



PREFACE. 



In offering this course in advertising to the public 
I have made an analysis of the underlying principles 
in publicity as they seem to be agreed upon at the 
present time. Every phase of advertising, from the 
demonstration in a show window to the most technical 
magazine advertisement, has been considered and 
given its interpretation in the light of modern psy- 
chology as well as suggesting the possibilites for de- 
velopment in each particular field. 

This course is not designed for the advertiser alone, 
but is of such a nature as to enable a business man, of 
whatever field, to enter into a greater appreciation of 
the possible development of his own establishment 
provided his executive work involves the handling of 
people or a knowledge of goods. It not only suggests 
publicity between manufacturer and consumer, retail 
dealer and the public, but the publicity demanded by 
any firm within itself, necessary for a continued and 
healthy growth. 

This course has been designed to make absolutely 
secondary the detail of advertising which can and 
will be learned minutely upon entrance into the 
advertising realm. The development of thought is 
creative in nature, leading by a series of steps into 
the realization of the ideal and the ideal as recog- 
nized by o.ur best business concerns. As stated be- 



8 ADVERTISING 

fore, the data for this course is the actual material 
of the business world given a scientific analysis and a 
proper label. It does not tear down without offering a 
better solution of the problem in hand. It states the 
underlying principles of progressive advertising, the 
combination of which principles results in a recog- 
nized good advertisement. 

This course creates for any business man, or one 
about to enter life, such a study of human nature 
as will increase one's proficiency in the handling 
of any and all men. The employer needs it to keep 
check on the employe ; the employe needs it to get 
results for his employer. Thus a standard for right 
and just criticism is established. 

Intelligently insisting upon an ideal gets people to 
work; getting people to work intelligently brings suc- 
cess .and often the ideal. It should be borne in mind 
that this course not only suggests sane ideals but out- 
lines the steps in its realization. Each lesson of this 
course directly related to the detail of advertising; as. 
the study of type, department store advertising, the 
show window, the advertising agency, etc., has been 
read to some business man interested in the particular 
question under discussion and has received his ap- 
proval. 

Whether or not the ideal portrayed can be imme- 
diately realized is not the question. It will at 
some time be brought to pass by some one. That com- 
petitor most to be feared will be he who approaches 
nearest its conception. It is the advertiser without 
a standard for work, or the business man without an 
appreciation of the means for the fullest appreciation 



PREFACE 9 

of the human and detail factors in the workings of any- 
business, that produces inferiority or mediocrity. 

This course then aims to be a combination of prac- 
tice and theory, equally balanced, and destined to 
reveal to every young man his natural ability for 
publicity in any of the several fields, as well as prov- 
ing a most beneficial resource book for any business 
man who is interested in the development of his own 
institution through publicity. 

Herbert W. Hess. 

Philadelphia, Pa., October, 1910. 



CHAPTER I. 

PSYCHOLOGY AND THE ADVERTISER. 

An Introduction. 

Life is a result of many different processes. The 
one who uses a discerning eye in the discrimination of 
those small things which have produced results, by this 
knowledge is laying the foundation for a new and 
greater success. This man is depending upon the laws 
of the past for results at the present time, which 
nature is not slow to repeat. The individual who 
depends on the god of chance for results may not 
succeed. In competition with the ones who depend 
upon chance, the law crowd number, as a class, is a 
sure winner. Remember that exceptions to the ap- 
parent law are always to be found but that such in- 
stances are only exceptions. 

It is said that the very least time calculated to 
make us a race of people as we now are is about sixty 
thousand years. Think of it ! Sixty thousand years 
for the world to come into a mere recognition of law 
abiding in and through every passing event of time. 
In the year 1500 A.D., we have the account of a 
physician whose curiosity was so great as to cause 
him to dissect a human body. People rose in indig- 
nation that the body of man should be so desecrated. 
The unhappy physician was condemned to exile for 
a few years on an island. It happened after his time 



12 ADVERTISING 

had been served that the ship upon which he had 
sailed for home became wrecked. To the masses of the 
people a just condemnation had been sent by a wrath- 
ful God. But the start had been made and to-day 
we find the medical world with its accurate knowledge 
of the human body preparing a code of action by 
which the human family will be led to live in health. 

So other sciences have arisen, one by one, until 
every field of human endeavor begins to formulate 
laws regarding the best expression of itself. People 
stood aghast when Atlas and the turtle were shoved 
away to leave us a ball floating in space. And when 
this globe of ours was seen to revolve about the sun, 
and the myriads of stars to be actual worlds, the 
thought of laws that govern an incomprehensible 
universe was again conceived. Just as these different 
sciences have arisen in the past to produce effective 
results in desired fields of work, so the future will 
bring other scientific knowledge. Although man has 
spent a greater part of his conscious existence in 
trading, buying or selling, the world is just recog- 
nizing the fact that to trade, buy or sell properly, 
there is underlying such relations, a science. 

The question naturally arises, "What is this science 
regarding?" The answer is, "Human Beings." Yes, 
human beings, wherever and whenever they are, are 
subject to common laws. And the business man whose 
dealings are with men, women, and children is begin- 
ning to recognize that there can be a science for him. 
This classified knowledge relates to human beings in 
their natural tendencies. If they have natural ten- 
dencies, these are located in the mind. So the study 
of mind with regard to the tendency of all people is 



PSYCHOLOGY AND ADVERTISER 13 

productive of a kind of knowledge which is destined 
to decide the measure of success that a merchant is 
to meet with in a given community. 

The study of the laws which govern the action of 
the mind is known as psychology. So he who would 
move men to action will find the possibilities for so 
doing in this newer science. With this knowledge, 
the head of a bank will appreciate the mind content 
of his working force and by suggestion, bring into 
play, a harmony of varied interests. The general 
agent of a life insurance company will be able to pick 
out men because they possess certain tendencies cap- 
able of approaching the masses on the subject of in- 
surance. The superintendent of a factory will under- 
stand how to win over his men into action without 
driving them. Salesmen will come to appreciate the 
different types of people to whom they sell goods, 
and a recognition of the temperament will decide 
the manner of approach as well as the mind attitude 
expected from people of a specific class. As for the 
advertiser, he will learn of the qualities of mind to 
be depended upon with the presentation of goods in 
any form, be it in a show window, on a street car 
card advertisement, an announcement found in maga- 
zines or in booklets. The advertiser must come to 
know the laws governing attention, — how attention 
can be gained, and what is necessary that it be sus- 
tained. Memory, instinct, habit, suggestion, imita- 
tion and imagination, all have their parts to play in 
the making of an individual. How to bring these dif- 
ferent elements into a condition of desire when once 
the attention has been gained, is the psychological 
problem of the advertiser. 



14 ADVERTISING 

Then as chemistry and anatomy are to serve the 
physician, as astronomy is to serve the pilot in the 
guiding of his ship, as mathematics is to serve the 
architect in the construction of bridges and subways, 
so psychology is to be the means by which, through 
an intelligence of the mind tendencies of mankind, 
we bring to pass a constant exchange of goods, or, in 
other words, create business. 

It is the purpose of this course to deal with the 
subject of advertising in several respects : first, from 
the human nature standpoint ; second, the correct 
analysis of the goods themselves in relation to the 
world; third, the English presentation of these sub- 
jects as found in newspapers, magazines, street car 
cards, trade papers, etc. ; fourth, unique, novel show 
windows, and letter methods of impression: — all 
these working in some way to create desire. 

Basic Principles in Psychology. 

Upon adopting a science to control us in our analy- 
sis of a particular vocation, it is quite necessary to 
have a correct notion of the principles underlying 
that science. Let us then consider some of these 
basic elements in the subject of psychology as ap- 
plied to advertising. 

Psychology being a science which brings us into 
touch with the laws governing the action of the 
human mind, and also being of such a nature in 
its classification as to enable us to know what to 
expect of the average individual under certain cir- 
cumstances, the question first to be considered, re- 
gards the manner of coming into a mind attitude to- 
ward the world at all. 



psychology and advertiser 15 

The Senses. 

This leads us to a discussion of the senses and 
their play in shaping the affairs of man. A care- 
ful consideration of this subject is very important 
to the advertiser, for it . is through the rousing of 
the senses or the recalling of their memory that de- 
sire is aroused, and when desire has been created 
the next step on the part of the reader is action. So 
an appreciation of sense life gives birth to desire 
and results in action. The first two processes make 
possible the sale: the last concerns will-power, which 
causes things to happen. 

Touch. 

The sense of touch is the fundamental sense. All 
of life begins with touch only to develop into a more 
complex organ; as, the eye or the ear. Touch assists 
us in the appreciation of the other senses ; as, for ex- 
ample, our concept of a burr. Here sight and touch 
combined give us a mind attitude entirely different 
from a mere sight sensation. On the other hand, 
there are feelings apart from the sense organ; as, a 
feeling of silence or a feeling of a difference in color. 
By actual contact with the world, through touch, we 
have come to appreciate hardness, softness, elasticity, 
the roughness or the smoothness of an article. The 
ability of the advertiser to recall these fundamental 
feelings in connection with the particular business in 
which he is engaged, either pleasantly or unpleasant- 
ly, as he desires to gain a point, will decide the ex- 
tent to which he is successful in getting his advertise- 
ment noticed. Many advertisements are appeals to 
these senses without being effective, for somehow the 



16 



ADVERTISING 



fundamental sense is dormant. In No. 1 we have an 
excellent example of the direct appeal to the sense of 
touch. It is a strong contrast relating to the tedious- 
ness of the old method as opposed to the ease and 
freedom of the new roused by the sense of touch. 




No. 1. 

No. 2 is another appeal to the same sense. The 
powder puff, in itself, has an appreciative feeling, 
apart from the service that it performs. 

Helen Keller is an example of what can be accom- 
plished through the sense of touch and taste. Slowly 
and painfully has she felt and tasted herself into an 
intelligent world. If she does not possess the actual 
intelligence of sunshine in appearance, the feeling 



PSYCHOLOGY AND ADVERTISER 



17 



of its warm rays are there. The thing to her is 
pleasure, and although she describes it in terms of 
experience different from ourselves, yet her experi- 
ence, at the least, we know and appreciate. 

Smell. 

The sense of smell is more difficult to show by 
illustration. The arousing of memory pictures re- 



^ FACE fOWDER :^f 



BEAUTIES OF SPRING 

axe the women, everywhere, whose 
skin is smooth and velvety, un- 
marred by the lines of time or by 
exposure to wind and sun. They 
are the tisers of Labial. Their 
complexions rival in delicacy of 
coloring the fragrant blossom 
of the peach. 

Refuse Substitutes. They may be 
dangerous. Flesh, White, Pink, 
or Cream, 50c. a box, of druggists 
or by mail. 

Send W$. Jbr sample box. 
BEN. UEVY CO. 
J?r*n*h Psrfomorg, 
S» 125 Kingston Su. Boston, Mass, 



No. 2. 



garding it must be made by means of words. Human 
beings brought into touch with flowers would recall 
odor by one in the act of smelling. The expression 
about the eyes, the uplifted head, or the somewhat 
drawn together nostrils, with a characteristic smile, 
might suggest the pleasurable sensation experienced. 
"Whenever a merchant handles goods where odor is 
one of the elements, it behooves him to regard th > 
possibilities of arousing agreeable or disagreeable 



18 ADVERTISING 

thoughts as he needs. If the appeal is strong enough, 
the masses must respond, for we are all alike in the 
sense of smell. It is true that people differ with re- 
gard to what is pleasant, but that is a question of 
education, and the advertiser in calling up memory 
pictures of smell must reckon with the class with 
which he has to deal. To develop a liking for a par- 
ticular odor is one thing; to satisfy a liking already 
acquired is another. 

Temperature Sensations. 

Just as we possess eyes to see the world, ears to 
understand sound, so we have scattered over the body 
certain small areas known as temperature spots. Some 
of these spots respond to heat, while others only to 
cold sensations. But regardless of the fact that there 
are heat and cold organs, we all have an appreciation 
of heat and cold. Upon our recognition of these forces 
within our lives, refrigerators represent the one ele- 
ment, while different kinds of radiators, furnaces and 
stoves are the opposite extreme. The Seeger Refrig- 
erator Company have an advertisement which com- 
bines the sense of taste, heat and cold with the sug- 
gestion of smell. See No. 3. 

Taste. 

We all know what it is to taste good things. In 
fact, the greater part of many people's time is spent 
in getting ready to eat and eating. Different kinds 
of food appeal to different people, but just the 
same the taste and desire for that which will make 
our mouths water is ever there. Those who deal in 
foods have been quick to analyze the elements that 



PSYCHOLOGY AND ADVERTISER 



19 



create desire in this respect, until our magazines 
fairly force us into a world most bounteously laden 
with luscious and desirable food. Through the sense 
of sight, the steaming wheatlet served by a smiling, 
clean butler, creates a desire for a taste that is ir- 



In Hottest 
Weather # 




Particle of Food 
[Pure - Sweet -Wholesome 

Milk, butter, meat and vegetables are kept 
'pure, sweet and wholesome, if stored in a 



Seeger Dry Air Siphon Refrigerator 



EASY TO CLEAN AND KEEP CLEAN 



NO. 3. 



resistible. Every advertisement of the Cream of 
Wheat associates itself with the pleasing and even 
picturesqueness of life. 

The Muscular Sense. 

Then we have a muscular sense to appreciate a 
feeling of weight or pressure. This is excellently 



20 



ADVERTISING 



worked out in No. 4. What man has not experienced 
a feeling of disgust as he pulls at his tie to get it 
into the proper position? Every one knows just how 
to grip that tie and the pulling feeling in his fingers. 





"THE. collars that make all 
■*■ tie-rieing troubles a dim 




P^m^fl 


memory of the past ?~ 




COLLARS 




the collar* with the Kill? back -button-shield 




that lets your tie slide Eredj Wk and forth 




ALL THE NEW STYLES 




ISc, 2 far 25c; in Canada 20c, 3 forSOc. 


.'*''" 


You'll find (hat SUDEWELL COLLARS 


not only save you Irenwndaus annoyance, bu* 


arebeltrrmadV, brttri Imisned, betterlookin^at 




roer^u'flouHnntlw cellars you've been wearing. 




II to" <l»»i" «* Mo R"i) k" ~>i »♦. pw 




MIPEV.XIJJS ..» ulr. vou ,.» *,*„ direct 




Iron ut S.-M -',c lo, 6 .» C.rud. J1.00 








yoc ..I-ci (too. ikr .v.lc W.». Or .rr» 
(« tic SUDEWELL Strlc Bonl Md .«»J 




wm 


HALL, HARTWEU ^00^. 

&C0. " 




| ||gj 



No. 4. 



The comparison of the position of the hands in 
both pictures rests upon our appreciation of the mus- 
cular sense. 



Sight. 

Sight is more readily recognized in its importance 
because our present existence seems more to depend 
upon this sense for pleasure than any other. To bo 
blind is counted as one of the very greatest of afflic- 
tions. By means of sight we experience light and 
shadow, while each, in turn, will often arouse joy and 
fear. There is a grand sight to be seen as we pass 



PSYCHOLOGY AND ADVERTISER 21 

through the mountains of Colorado. We bow in awe 
before the rolling clouds of a terrific storm. The set- 
ting sun with its various and beautiful parting rays 
creates a picture of hope for the morrow. The stern 
face of a woman yonder tells me of trouble. I attempt 
to sell a man goods and the expression on his coun- 
tenance leads me in my choice of wares for presenta- 
tion. Thus we see how intimately associated with the 
sense of sight are the many moods of our nature, and 
these moods can all be aroused by presenting the right 
picture, whether it be an illustration or written. The 
sense of sight also makes possible an appreciation of 
our other senses. Glance through a single magazine 
and nearly every sense experience of your life is 
brought forth in memory form by means of the eye. 

Hearing. 

Those who sell pianos, install telephones, or have 
remedies for the deaf, are all engaged in businesses 
which depend for their very existence upon the sense 
of sound. The ability to arouse memories of sound 
and to suggest them in relationship of usefulness or 
pleasure for the consumer is the work of the seller. 
No. 5 pictures the difficulty of those who are deaf. 

By this time we should be brought to appreciate the 
fact that our world is a world of sense impression. By 
means of sense impression we come into an intellectual 
knowledge of things. If we know that fire will burn 
one, the fact has come through experience. And 
howsoever intellectual a man becomes, the fact of 
burning presented in a concrete form will be recog- 
nized quite as quickly as an abstract statement Be- 
cause all have come to a knowledge of the universe 



22 



ADVERTISING 



through the senses, a strong enough appeal to them 
must bring a response. The secret of advertising 
successfully is to arouse the sense life of people 
and from this as a basis lead them into an intellec- 
tual conception of the thing experienced. These stim- 
ulated sensations must then be made to become a 



• 



"DON'T SHOUT" 

" I hear you. I can hear now as well as 
anybody. ' How? ' Oh,, some- 
thing new— THE MORLEY 
PHONE. I've a pair in my ears 
now, but you can't see them — they 
are invisible. I would not know 

1 had them in, myself, only that 1 hear 
all right." The 




MORLEY PHONE 




makes low sounds and whis- 
pers plainly heard. Invisible, 
comfortable, weightless and 
harmless. Anyone can adjust 
it. Over one hundred thou- 
sand sold. Write for booklet and testimonials. 

THE MORLEY CO. 
PERRY BLDG., Dept. 713, PHILADELPHIA 

No. 5. 

part of the individual, the first indication of which is 
desire. As stated before, the last factor to be directed 
is will. 



The Mind. 

This leads us into consideration of mind. By it 
we commonly mean the group of thoughts which an 
individual possesses and which tend to govern his 
actions in life. To review, our senses furnish us 
the material which makes the power of thinking pos 
sible. The best thinkers are entirely dependent upon 



PSYCHOLOGY AND ADVERTISER 23 

things of sense to have opinion at all. But the mind 
seems to possess qualities within itself which govern 
the way with which we shall receive these sense im- 
pressions. For instance, an apple is presented to 
me, green in appearance. It is rejected because the 
look associated is similar to an apple given me the 
day before. I do not want a sour apple. Thus we 
have the power of association, and its play in our 
lives affects us accordingly as the thing presented is 
surrounded with pleasure or pain. So the advertiser 
should attempt to bring up those images which have 
with them only such associations as tend to reinforce 
the particular kind of goods he wishes to sell. 

Attention, will, and imagination are also qualities 
of the mind which seize upon the things of sense to 
build up a dream world for us. These factors will be 
treated in separate chapters. 

There are, however, two laws of the mind which 
we wish to consider at this time, namely: The Thres- 
hold of Sensation and The Law of Relativity. 

What do we mean by the Threshold of Sensation? 
Enter a street car and seat yourself in the ordinary 
manner. If you glance at the advertisements oppo- 
site you, some will force themselves into attention 
while others will scarcely be noticed. Now select 
one which has not been noticed and analyze it to find 
the reason. In most instances there has been a lack 
of some element. By introducing a color here or an 
exclamation point there, or some little thing, the whole 
copy would be read. An so by the threshold of sen- 
sation we mean that every advertisement must con- 
tain a combination of elements strong enough to get 
the attention. The point between non-attention and 



2-i ADVERTISING 

attention is said to be the threshold or the step neces- 
sary to be passed over to make us realize the presence 
of a thing. 

Many advertisements are valueless just for this 
reason. They lack one thing to make their presence 
and their message felt. Each should be studied most 
carefully with, regard to this point, for it is the 
crowning factor of a successful advertisement. Just 
as the photographer seats his subject, adjusts the 
lights and shades, and then gives one more touch 
of grace to him already posed, resulting in a photo- 
graph that every one stops to look at because of per- 
fect representation and grace, so there is that single 
touch to be given many advertisements which make 
of them now a success where they were once a failure. 

The Law of Relativity states that sensations tend 
to modify each other. When a boy, I was severely 
burned in spots over my entire body. My left hand 
was intensely painful and the other burned places 
were scarcely noticed. Here we have the intensity 
of one spot making insignificant, pains in other parts 
of the body. To apply this to advertising means 
that one advertisement is in competition with an- 
other. This means that there is rivalry for attention 
and that an advertisement, good in itself, may become 
poor when placed in relation to another. 

Every advertiser should then start out with these 
general questions: First: Is my advertisement strong 
in its sense and intellectual appeal ? Second : At the 
least, is the neighboring advertisement such as to de- 
crease the general effectiveness? 

Many concerns placing advertisements are com- 
pelled to take the positions assigned. These are of- 



PSYCHOLOGY AND ADVERTISER 25 

ten arranged by an incompetent make-up man, but a 
knowledge of the necessity of these factors should 
result in insistence regarding the observation of these 
basic principles. An accurate description of what you 
are actually buying should be understood before pur- 
chase. Such should be the rights of every purchaser 
of space for advertising, whether it be in street cars, 
magazines, newspapers or on bill boards. 

To summarize the chapter: Psychology is the 
science for salesmanship and advertising; our senses 
are the means by which we come into intellectual con- 
cept of things, and for the masses the quickest appeal 
is through the senses ; the two general laws regarding 
the intensity and the proper placing of an advertise- 
ment should be seriously considered. 



CHAPTER II. 

THE FORM AND FIGURES OF ADVER- 
TISEMENTS. 

The fact is undisputed that people prefer pleasing 
effects in preference to displeasing ones. Every ob- 
ject of nature, and likewise of man, possesses within 
itself elements which, generally speaking, draw toward 
it, repel or remain unnoticed. A snake is of such a 
nature as to cause the average individual to run away 
in horror. Yet peculiar quality of human nature will, 
upon the occurrence of such experiences, arouse dar- 
ing and curiosity to the extent of enabling the per- 
son to adjust himself whenever the snake puts in 
appearance. 

With the coming of spring, the crocus which is the 
first flower to raise itself into the sunshine seizes the 
attention of every passer-by. They behold and are 
pleased. Furthermore, the eye has caught the early 
comer without preparation for its arrival. Its 
form is pleasing and the tendency is to draw near 
and pluck the flower. 

So it is with the general forms of advertisements. 
We are attracted toward them, we are repelled, or 
they remain unnoticed. When a sense element has 
been strong enough to create an impression, its gen- 
eral setting is such as to have one of these three effects. 



FORM AND FIGURES 



27 



The discussion of the chapter is regarding these three 
general effects and what mind tendencies control our 
appreciation or disgust of any particular arrange- 
ment. 

Two factors which are often unconsciously acting 
in our first appreciation of any advertisement may 
be symmetry and proportion. 

Symmetry and Unitary Figures. 

By symmetry is meant the equal division of any 
given figure. If an undivided circle is to be regarded 
as a perfectly unitary figure, symmetry again implies 
two or more parts, just alike, uniting to form an all 
including figure. The circle divided into four equal 
parts is symmetrical, each part of which is equal to 
every other part. See below. 





Now the eye glancing through the pages of a maga- 
zine is attracted toward unitary and symmetrical fig- 
ures, but there is more of an inclination to regard 
the symmetrical figure. This is explained on the 
basis that the eye, once centering on a figure, tends 
to sweep in the content of that figure. Now, if 
broken up into parts, it will take in the same figure 
with as many movements of the eye as there are 



28 



ADVERTISING 



sections of the circle. Thus the attention is centred 
upon the symmetrical longer than upon the unitary 
figure. 

Upon turning the pages of a magazine my eye 
fell almost immediately upon the bicycle advertise- 
ment of Harry R. Geer Co. It then took in that 
of Wagner and almost immediately returned to the 
first one. Why is this? Because the advertisement 
of Geer is blacker in type effect, and the entire 
wheel can be more easily taken in at a single glance. 




GEER MOTORCYCLES 

We Have Ibe Finest line in Ike Countr* 
5 HP. Green Ee*.. \. ....... S22S.0O 

4 HP. Bluebird 200.00 

2XH.V. Model 4 I MUM) 

Discount to Dialers 

Used Motorcycles $40.00 

Send for Catalog Immediate Dcliveriet 

HARRY R. GEER CO., 888 McLaren Ave.. ST. LOUIS, MO. 

Lftrgest Motorcycle Dealer* In America 

Motor-Cycles 




MODELS 
DESCRIPTIVE CATALOG ON REQUEST 

WAGNER MOTORCYCLE CO., SI. Paul 



No. 1. 



Notice the circle within the circle of the back wheel 
of this first one. The spokes of the wheel create 
symmetry. Compare both advertisements of No. 1 
with No. 2, and observe how much more attention is 
forced upon the symmetrical figures. No. 2 is with- 
out a central point upon which the eye must centre. 
It takes too long a time to get any association what- 



FORM AND FIGURES 



29 



ever between the man, the bicycle and the watch fob. 
No. 3 represents, approximately, the idea of simple 
unity and shows how quickly the eye passes over the 
object and is ready for another illustration. 



Watch Fob Free 
Bicycle Riders 



to 




Send your dealer's name with 4 
cents postage, and we will mail 
this handsome fob. Also cata- 
log illustrating and pricing onr 
high-grade 

Indianapolis 



Admitted by bicycle manu- 
facturers and riders to be 
the be»t made. Wear long- 
est, ride easiest, and are 
most convenient to repair. 

G. & J. TIRE CO. 

Indianapolis, Ind. 

Addres* Bicycle Tire Dept. 




No. 2. 

Thus far we have seen how symmetry within an 
illustration plays its part. Let us now examine this 
general eifect with respect to the border of an adver- 
tisement and its content lines. No. 4 shows an ap- 



fe G00DM0T0RC 

book entitled "What Y 
go wrong in buyii 
language, not tec 
fully on motors, 
cycle journal, for 

M. M. M< 

No. 3. 




proximate square with symmetry produced by means 
of a machine belt. The pulleys also serve to bal- 
ance the effect. Thus the general appearance of an 
advertisement may be arranged so as to produce a 



30 



ADVERTISING 



symmetrical effect and this would seem to be one 
good way of arranging copy. 

Also given a choice between a unity and a symmet- 
rical effect, the symmetrical effect is the more desir- 
able, because it contains elements which tend to hold 
the attention longer. 

Borders. 

Many and varied are the border styles of adver- 
tising. But these should be considered most seriously. 



WITTE ENGINES* 



USE GAS, GASOLINE OR 
KEROSENE 

Are known by a superior standard 
of construction. 25 years of ser- 
vice has demonstrated their 
worth. Does work at lowest 
costandis always ready 
to saw, grind, pump, 
shell or do any farm 
or shop work. 



FI¥E 
YEAR 
BOND 
GUARANTEE 

We build all sizes in 
stationary or portable 
type. Hopper jacket 
or water tank cool- 
ing. Inducements to 
introduce in new lo- 
^calities. Write stat- 
ing size wanted, 
m . M WITTE IRON WORKS CO. 
554 west fifth St. Kansas City, Mo. 



No. 4. 



Generally speaking it is better to have one. A border 
keeps the eye from wandering to other parts of the 
page and will force the eye within the lines. Again, 
it gives individuality as well as a sense of unity to 
the text. It is the form which has the effect of 
drawing or repelling. Two advertisements, side by 
side, one with and the other without a border, are 
vieing for glances. The attractive border will usually 



FORM AND FIGURES 



31 



win the moment. As hinted before, there is a feeling 
of unity with regard to the advertising, and howso- 
ever small a thing is, clearly defined limits hold the 



S^U6££. 




mf" 






Business 



By offering your customers 
diamonds of our cutting you 
can show diamonds that 
stand you only the actual 
cost of production, plus our 
modest profit. 






V 

M 



*' /m >li*i Of course, that 






r 



nn 




is pulling in 
business, and 
good business, 
too. 



J. R.WOOD ca SONS 

Diamond Cutters 

Importers ol Ruble*, Emerald, and "Sapphire. 

2 Maiden Lane, comer oi no Broadway NEW YORK 

No. 5. 



eye longer. When some idea within the text itself 
would be a real hindrance to the effect as a whole, 
the border should be omitted entirely. In No. 5 we 
have an excellent example of this. 



32 



ADVERTISING 



The idea of flying a kite implies freedom and space. 
A border would lessen the total effectiveness of the 
first impression. 

This leads us to a classification of the possible 
advertisements. First, there are those without bor- 
ders ; second, those with clearly defined border limits ; 



A MAGAZINE FREE 

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we will mail to you regularly with- 
out cost 

TDE §£ EXPONENT 

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If you are interested in the prob- 
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fWKlO investor has ever lost a 
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Jnttr-on 



WHi itiiirriT 

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REMEMBERJTHE, NAME 
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Owing to the relationship between the eye 
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Valuable Booklet Free 

This booklet shows how the efficiency >f the finest 
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where, for. tj.oo »nd fs.eo, 

E. KIRSTEIN SONS CO., 

Dept. O, Rochester, N. Y. E.tb. 1864. 

Always ask tha Optician If ht has 



fa 



No. 6. 



No. 7. 



third, broken borders; fourth, a factor introduced 
which breaks up the straight line effect. Figure No. 
1 contains an example of a broken border line. It 
introduces a novel effect and helps to break the mo- 
notony of that particular advertisement. It will be 
observed that Wagner's display is in heavier type 



FORM AND FIGURES 



33 



than that of Geer and this fact in itself gives an 
element of individuality to each. 

No. 6 is an example where one of the leading 
features of the written information becomes a feature 
in the border. The same thing is true of No. 7, 
which is a more elaborate display and shows an in- 
clination toward the artistic. No. 6 of the Geiger- 
Jones Company shows the presence of heavy lines as 
an indication of their advertising limit. No. 7 is an 



D E 

No. 8. 



H 



example of the thought of the text becoming an il- 
lustrated part of the border effect, thus producing a 
union of the two. 

Every advertiser should consider this phase of his 
advertisement especially. While it is a factor which 
perhaps is not consciously observed, yet the mind takes 
it in, is either held and forced into a further reading 
of the text or is unattracted. 



34 advertising 

Symmetry and Proportion of Figures. 

As symmetry and unity have either a pleasing or a 
displeasing effect upon us in gaining and holding our 
interest, so also the element of proportion is a most 
prominent factor. Upon examining the eight vertical 
lines divided into equal and unequal parts, (No. 8) 
we find that people have a decided preference for cer- 
tain ones. The following passage taken from Wit- 
mer's Analytical Psychology states the reason for 
our preference: 



"When the eyes are moved with attention from the 
bottom up, the lines will appear to be standing. If 
your attention is restricted to lines divided into un- 
equal parts, a line with a cross bar above the centre 
will generally have a slight preference. When the 
eyes are moved from the top down, the lines will ap- 
pear to be suspended. A line with a cross bar below 
the centre will then be preferred. In moving the eyes 
over unequal parts of a line, it is more pleasing to 
pass from a longer to a shorter section than from a 
shorter to a longer. It would be absurd to assert that 
any one of the lines of the chart is beautiful or has 
asthetic value. Nevertheless, even a very slight prefer- 
ence for one mode of dividing a line may grow into 
a decided opinion of the beauty or ugliness of an 
object, if that object forces upon our attention, along 
with its other characteristics, an arrangment of un- 
equal and equal parts. We learn from a study of the 
relative asthetic effect of these simple lines that the 
natural exploitation of vertical distances is upward, 
unless something in the figure or some association 
causes the eyes and the attention to begin the move- 
ment of exploitation at the upper end." 



FORM AND FIGURES 35 

Now turn the chart so that the lines are horizontal. 
The line " E " will appear to be equally divided. Here 
we find the symmetrical division is much more pleas- 
ing than when the verticaLline is thus divided. Again 
we refer to Witmer's explanation: "To exploit a 
horizontal line the eyes seize first upon a middle 
point or portion of the line and then seek to make 
equal movements to the right and left. This is in 
accordance with the anatomical relations of the eye 
and their twelve muscles and also with the normal 
habits of vision developed by environment. 

"So it is that dual symmetry has greater esthetic 
value in the horizontal than in the vertical line. Hori- 
zontal dual symmetry is commonly known as bilateral 
symmetry. It is found in almost every work of art 
and indeed in many objects of nature, for example, 
the human body." 

In the selection of lines which are proportionately 
divided we find that the majority prefer a division 
of the line in which the ratio of the two parts is 
approximately that of 3 :5. This division is known 
as proportion as distinguished from the pleasing 
equality of parts known as symmetry. This propor- 
tional division of lines is known as the golden section 
and is nearly that of C and P as found on the chart. 

Many trade journals have very poor pages because 
of displeasing figure effects. This is the result of a 
total disregard of the laws governing proportion and 
symmetry. Not only should each particular adver- 
tisement observe the principles, but the arrangement 
on the page should be governed by them. 

There are five figures which are desirous of adap- 
tation to bring about pleasing effects, that is, the 



36 



ADVERTISING 



circle, oval, square, rectangle and triangle. When 
the oval, rectangle and triangle are in the golden sec- 
tion relationship, they seem to be more pleasing than 
the circle or square, although the latter are decidedly 
popular. 

Experiments have proven that, given a number of 
geometrical figures to be remembered, the triangle 



There Are Beards 

of all 

Colors, Kinds and Kinks 

There is the tough beard on tender faces, 
the rough beard on wrinkled faces, and the thin 
beard on youthful faces 

JOHNSONS 
Shaving Cream Soap 

instantly softens all beards and makes them yield 
easily and comfortably to the razor blade. 

It soothes tender faces, smoothes wrinkled 
faces and freshens the skin of all faces. 

It is antiseptic; it makes a quicker, more 

lasting, and a better lather than any other 

shaving soap, and "the lather's the thing." 

Every Druggist Sells It 

up ir. j icNpsible lube -omaming I50ib«vo_ 

2?< 2 tube. 

Trial Tube * ™">">< : »« *° *"« "«■» 
FREE T.oZ'^L 1 """*" 



ywvyvttnv =*-iro»m«r>v 



New Brunswick 
N.J. 



lingers longest in the mind. The coupons found as a 
part of many advertisements take this form and stand 
out in decided contrast to the rest of the page. Any 
advertisement taking this form is sure of attracting 
attention. The great difficulty in its popular usage 
is the limited space which it necessitates for reading 



FORM AND FIGURES " 37 

matter. The arrangement of reading matter mnst 
necessarily be peculiar or a great amount of space 
will be wasted. Yet its insertion within a large ad- 
vertisement and properly centred is most desirable 
for attention purposes. (See No. 9.) 

When is a square not a square? This is a riddle 
the solution of which is most interesting to the ad- 
vertiser. A perfect square does not appear so to the 
eye of the casual observer until the base line is three 
per cent, greater than the height. When this condi- 
tion has been met the square appears square. 

To many people the oblong is even more pleasing 
than the square. The ideal rectangle again follows 
the principles of construction which make the height 
to the base as 3 :5. In a square every line is equal 
and a straight line drawn through the centre of the 
figure from any angle divides the figure into two 
equivalent parts. In the rectangle with unequal sides 
a line drawn to the centre of the figure divides it into 
two equivalent parts. The square then possesses 
symmetry but little diversity, while the rectangle 
has both diversity and symmetry. The elipse and 
circle are both popular and the elipse should again 
approximate the golden section. 

The Artistic Effect. 

Symmetry and diversity are essential factors in all 
feelings of pleasure. A combination of these ele- 
ments in a given form produces an artistic effect. So 
a vertical line drawn directly through an advertise- 
ment dividing it into two equivalent parts, considering 
other relations, is likely to show it to be artistic. 
Such a division into two parts is called bilateral sym- 



38 



ADVERTISING 



metry. As an example of this we call your attention 
to the advertisement of the Oneida Community Sil- 
verware Company. (See No. 10.) 




No. 10. 



This advertisement is centred as nearly as it is 
possible to do so and is most beautiful in effect. A 
line drawn down the middle gives this bilateral sym- 



FORM AND FIGURES 39 

metry. The glasses on the table, the flowers and the 
printed text have been arranged for nearly perfect 
division. What little variations there are would 
seem to make the impression more effective. The 
flowers pinnacled absolutely would introduce stiffness ; 
as it is, we find what would be expected, taste. The 
printed text, "The aristocrat of the dinner table," is 
exquisitely worked out and with the note of explana- 
tion is also nicely centred. The entire figure is a 
rectangle somewhat following the golden section with 
two rectangular forms containing spoons. The ver- 
tical division of these latter rectangles, although not 
the golden section, by the bowl of the spoon tends to 
take away the severity. The table itself comes near 
the golden section, while the spoons certainly reach 
it. Observe, too, how the tablecloth is draped in the 
form of a half elipse, again to meet the demands of 
the golden section. Thus we have an advertisement 
containing a large number of symmetrical figures 
with as many as possible regarding this average. 

Other Appreciations of Proportion. 

The human mind has manifested an esthetic appre- 
ciation of proportion, as is seen in the development 
of the form of the cross of Christian art. The cross 
was originally T shaped or had the cross bar very high 
upon the vertical. Gradually the cross bar was low- 
ered until the present form satisfied the esthetic 
demand for proportion in the vertical line. 

That the rectangle is popular needs but close scru- 
tiny of windows, doors, buildings, trunks, boxes, tow- 
els, playing cards, magazines and books, 



40 ADVERTISING 

Many advertisers defy the principles just stated 
and instead we find columns running the full length 
of the page taken up with advertisements. Such a 
condition exists because of the theory that the reading 
matter runs parallel and the reader's chance of ob- 
serving it will be greater. This necessitates an ad- 
vertising copy regardless of form and as a conse- 
quence mechanical devices of every kind are employed 
to force the attention in the right direction. 

To summarize, then: first, we are attracted to an 
advertisement because of its general shape; second, 
this is either pleasing or displeasing; third, pleasing 
effects are usually found in figures possessing unity 
or proportion in relation to the golden section ; fourth, 
an artistic advertisement follows both the principles 
of symmetry and proportion; fifth, many advertise^ 
ments defy these principles and resort to mechanical 
devices for an effect. 



CHAPTER III. 

HUMAN INSTINCTS. 

Instincts are Inherited. 

If a frog is placed near a pond we know that he 
will have no hesitancy in jumping into the water 
when he wishes to avoid capture. The ducklings take 
to water from the first hatching day, while the pro- 
verbial mother chicken looks on in horror. We say 
that such actions are natural on their part; the psy- 
chologist calls them instincts. It is regarding these 
tendencies, common to us as human beings, that this 
chapter treats. 

If the advertiser realizes that the presentation of 
an advertisement contains one or more factors the 
response to which is natural to every human being, 
the chance of that advertisement being universally 
seen is greatly increased. 

Just as each of us inherits eyes and ears physically, 
so we inherit a general mind tendency to react when 
certain kinds of objects are presented. Many adver- 
tisers have recognized the commercial value of arous- 
ing these instincts until the average magazine con- 
tains a great percentage of appeals made directly to 
them. 

Certain periods of life bring appeals to instincts 
which during other periods lie dormant. For instance, 

41 



42 ADVERTISING 

youth loves an exciting venture and worships a hero. 
The presentation of a robbery arouses his entire 
nature, so much so that many a youth has attempted 
to follow his instinct for venture at the expense of 
modern teaching until the jail doors have closed be- 
hind him. The boy who revels in the exciting plot 
and cuntrols himself in later life wonders why he ever 
could have possessed so much ardor for things so 
commonplace. 

As a matter of fact the human race is at the 
youth of its existence rather than maturity, and is 
more likely to be susceptible to the instincts of youth. 
The advertiser should, at least, always analyze his 
goods with respect to the instincts which can be 
aroused pertaining to them, as well as the different 
periods of life to which a particular instinct would 
seom strongest. This theory then necessitates a 
change of appeal and makes variety and advertising 
possible. 

Self-Preservation. 

Every person has a tendency to act for his 
self-preservation, entirely oblivious of others. It 
takes a highly developed state of mind to reach that 
stage where each man is his brother's keeper. When 
people live quietly in a community without the ca- 
lamitous entering to cause a spontaneous expression 
of life, there is often a semblance of order, decency 
and a regard for each other. Assemble these same 
people in a theatre to witness a pleasing opera. Dur- 
ing one of the acts, should the stage be suddenly 
filled with flames and smoke, a stampede would result 
and nearly every individual would rush for his own 



HUMAN INSTINCTS 4d 

safety. This is the instinct of self-preservation being 
aroused to action by the presentation of the proper 
stimulus. All instincts are in different degrees ex- 
pressions of one's life, not only toward the preserva 
tion but also the furtherance of the interests of the 
individual. What then are some of these things which 
show themselves in the furtherance of the interests 
of the individual during different stages of his devel- 
opment ? 

Curiosity. 

Curiosity plays an important part in every one's 
life. It manifests itself early and continues with 
many until death. With a greater number of people, 
however, curiosity is not so active with the advance 
of age. The advertiser has employed this instinct in 
the creation of puzzle and novelty advertisements. A 
show-window containing anything with which the 
mass is not acquainted draws a crowd to the window 
and there is a tendency to remain there until their 
curiosity is satisfied. Advertising pages have often 
resorted to the question mark for the purpose of 
attracting attention and our curiosity has been 
aroused. The bill boards of a certain city were one 
day seen with the word " Stopyoui'kickin" printed 
upon an effective colored background. Curiosity 
ruled. What was it all about? In due season the 
laundry so advertised announced its connection with 
the word. Every man, woman and child was looking 
for the solution. 

Love of the Beautiful. 

Beauty is another element of our nature which is 



44 ADVERTISING 

to be depended upon. We stand in awe before the 
marvels of the heavens, the terrific storm about us. 
We delight in the tiny violet upon the hillside, or 
the rustling of the willow leaves. It is true that 
people differ somewhat regarding beauty, but it exists 
in some form or other for every individual. A student 
will go into ecstasy over the beauty realized in a 
perfect brain specimen, while the average individual 
tends to turn away in disgust. Yet an artistic sense 
is in each one and it is because of our different kinds 
of education that more things are riot regarded as 
beautiful. The advertiser, through language and the 
illustration, has attempted to harness his particular 
kind of goods to the beautiful, and howsoever com- 
monplace the article may seem, there is always some- 
thing beautiful which can be associated with it. As 
a warning, one danger is to be guarded against. If 
the advertisement is too artistic, the goods are likely 
to be forgotten and art will be found to exist for art's 
sake. No. 1 is an excellent example of an artistic ad- 
vertisement. An appeal to nature in her various 
moods can always be depended upon for sympathetic 
response. The advertiser should insist upon the 
regard of this instinct of beauty in every page of 
magazine, booklet and newspaper. It is because many 
advertisements are so excellently gotten up that peo- 
ple are beginning to think of them as fashion plates 
for good taste in all departments. 

One's Social Instinct. 

The social instinct is decidedly strong in each one. 
People do not like to be alone; they like to think of 



HUMAN INSTINCTS 



45 




Let the Children Kodak 

. . Enrich the home life with pictures of them and by them. 
There are opportunities at every moment of their busy little 
Uvea They pose for you a hundred times a day and do it the 
more gracefully in that they do not know it. In every moment, 
from "Good Morning, Papa," to* 5 Now I lay me," they invite the : 
camerist. And turn about is fair play. Let the Children 
Kodak. The mystery of photography appeals to them and with 
a simple little Brownie they soon4earn to make good pictures. 
There's no dark-room in photography by the Kodak sys- 
tem. Every step has been so simplified that the merest begin- 
ner can now make good . pictures from the start Kodak 
means photography with the bother left out 

Kodaks $5. 00 to $100, Brownie Cameras (2&S&) $1,00 to $12.00 



EASTMAN KODAK COMPANY, 

ROCHESTER, N. 



No. 1. 



46 ADVERTISING 

themselves in connection with other people. As a 
result of this inclination, our churches, clubs, theatres, 
balls, and socials bring us together from time to time 
in these various expressions of our social nature. It 
is perhaps a matter of temperament that decides what 
kind of expression our lives will take, but the ten- 
dency toward the expression is there. Accordingly, 
the advertiser should continuously advertise to the 
class of people to whom he wishes to appeal, and his 
presentation of goods should not be such as to offend 
the taste or rules of the particular class to be reached. 
At one time our religious papers printed patent medi- 
cine advertisements with the most impossible of cures 
to be effected by their use. Many people were offended 
by the presentation of such "stuff" in a supposedly 
clean and authoritative paper. So great a complaint 
has gone through the land that our religious maga- 
zines have refused to take them, while even the news- 
papers are beginning their elimination. Thus we 
see that the social side has a code of ethics which 
regulates itself; so soon as an element enters which 
breaks down the best interest or enjoyment of that 
class, the instinct of self-preservation arises to reject 
the objectionable factor. From time to time, adver- 
tisements are brought forth which offend the modesty 
of many people. Unless the appeal is made to a cer- 
tain low class the result must be unsatisfactory. 

The development of the social nature creates con- 
ditions under which we must live if we are to con- 
tinue existing as social beings. The advertiser must 
always regard people in their various social rela 
tionships. 



HUMAN INSTINCTS 



47 



Clothing Instinct. 

Furthermore, our imagination builds for each of 
us ideas regarding those things with which we come 
in contact. Our social natures require us to look well 
in the eyes of our friends. Thus dress plays an im- 
portant part in everyone's life. The advertisement 
containing an illustration representative of the peo- 
ple dressing or owning those things of our ideal 




No. 2. 

selves, attract immediate attention. We wish to be- 
lieve them and because "they say" that this is the 
thing, our desire is already begotten. No. 2 is an 
appeal to our ideal self. 

This knowledge should be invaluable to the cloth- 



48 ADVERTISING 

ier. There are a great many classes of such differ- 
ent ideal tendencies that an attempt to satisfy each 
one is exceedingly interesting. Specialization has 
shown its worth in even this respect until each 
particular tailor has a following of those whose tastes 
are of one standard, while his neighbor across the 
way satisfies an entirely different class. So adver- 
tisements which represent our ideal selves, brought 
about to the play of the imagination, are destined to a 
glance of the eye. 

Given a college in a town and the ideal of every 
young fellow, not a college man, will be in imitation 
of his college friend. Without the college the trav- 
eling man will perhaps set the fashion. The period 
of life also changes the taste of people and the adver- 
tiser must again meet the demand of the fickle public. 

Sex Instinct. 

The attraction of the sexes has played a most im- 
portant part in advertising. An attractive face has 
fascinated many a man while the maiden has been 
spellbound by her ideal's manly carriage. A certain 
New York clothing concern has several athletic fellows 
wearing their nobby clothing, but the group is always 
accompanied by a single lonely maiden. One man 
says "I always look at B's advertisement to see 
whether or not she is pretty." 

A magazine issued an edition containing a descrip- 
tion of the various types of men as illustrated by pop- 
ular artists. Letters were to be written by the young 
ladies interested, describing the type she liked best 
and why. It is only necessary to state that every girl 
of some sixteen summers in the neighborhood in ques- 



HUMAN INSTINCTS 49 

tion became vitally interested and followed up the 
magazine's last edition in the solution of the prob- 
lem. Of course, there are dangers in too much of 
this kind of advertising. A suggestion of it now and 
then will always prove interesting, but it is well to 
regulate its use. 

Possession. 

Supposing the marriage relationship to have been 
realized, instincts pertaining to the home begin to 
show themselves. The desire for possession of things 
comes. Now is the time when advertising shows its 
real power. If this couple have been reared in homes 
where the Youth's Companion, St. Nicholas, or Sun- 
day school papers have been a part of each week's 
program, then when a particular article is mentioned- 
as being needed, that advertisement which has proven 
most effective will unconsciously associate itself with 
the goods wanted. It is because of this law of asso- 
ciation that the average merchant has a right to be- 
lieve in the eventual action on the part of developing 
men and women for his continually advertised goods. 
Children's magazines are effective in creating sales 
ten or twelve years hence. But to return to the idea 
of possession, there begins to be a longing for a home 
and the things which go to make up their ideals. The 
display windows of our department stores showing 
ideal kitchens and, in fact, every room of the house, 
offer the suggestions needed to deplete the purse of 
the average individual. Booklets and circulars sent 
throughout the country create ideals and a desire to 
satisfy the natural instincts on the part of those who 
do not have city privileges. As a consequence of the 



50 ADVERTISING 

marriage event, the home, in its various aspects il- 
lustrated, appeals to the average person as he turns 
the pages of a magazine or newspaper. 

Not only is this instinct for possession strong, but 
there goes with it a desire for improvement and 
change. It is just this spirit which keeps business 
alive. As soon as things are worn out or as soon as 
an improvement is noticed, the channels of trade are 
again open for a sale. 

Parental Instinct. 

When a child is born into the home, grandfather 
and grandmother, down to the youngest immediate 
relative, become interested. Thus the parental in- 
stinct is universally recognized. This instinct is not 
generally disregarded, for a perusal of the average 
magazine brings innumerable combinations of a child 
and a particular kind of goods. (See No. 1.) 

Colgate's have advertised their tooth powder in 
many different ways. As one writer has put it: 
''They have now reached their limits for advertising 
possibilities, as the children no longer dislike cleans- 
ing their teeth, for they really enjoy eating the taste 
that goes with a heretofore disagreeable duty." 

Hoarding. 

In connection with the possession of goods has 
arisen a desire to hang on to them. This is known 
as the hoarding instinct. Even when the article is 
no longer in use, the thing is put away in the garret 
for a possible future purpose. It is a most difficult 
thing for many people to throw away that which has 
been serviceable and which could ever be used in an 



HUMAN INSTINCTS 



51 



emergency. The same spirit promotes the squirrel 
to hide awav the acorns and hickory nuts. This 
characteristic of human beings is seen regarding 
money matters particularly. To save for that rainy 
day which is sure to come is a feeling we recognize 
in nearly every one. Banking institutions and life 



PVT&our 

MONEYS 
WORK, 



The Industrial Savings and Loan Co. 

Pays 5% a Year 

On small or large accounts opened at any 
time and subject to withdrawal upon required 
notice, without loss of earnings for a single day. 
No speculative risks. Conservative mortgage 
loans on New York and Suburban Real Estate 
earn the money for you and afford security which 
cannot depreciate in value. 

Under New York 

Banking Department Supervision 

Estab. 15 years. Assets $1, 800.000 

Write for full particulars. 

INDUSTRIAL SAVINGS AND 
LOAN CO. 

10 Times Bldg., Broadway & 42d St, M. Y. 



No. 



insurance companies are the best concrete expressions 
of this idea as exemplified in business. No. 3 is an 
example of an appeal to this instinct. 



Something for Nothing. 

"Something for nothing" is so strongly impressed 
upon the minds of human beings that the "quack" 



52 ADVERTISING 

with an authoritative utterance gets an immediate 
following. Certain women have the notion that rem- 
nants because they are remnants must necessarily be 
quite cheap. As a result they buy only remnants, 
many of which have been actually raised in price 
to pay for the extra time spent in tearing them off. 
A grand rush for a fire sale with goods advertised 
to be given away necessitates an extra police force 
to keep the people in order. 

The single word "Free" in an advertisement will 
have recognition from the average person, if his 
eye comes anywhere near it. But there is danger. 
It is reason itself that forbids things to be given 
away: expectation aroused, never to be gratified, 
brings disappointment and often disgust. Un- 
less a thing possessing value is actually to be given 
or sold so as to satisfy the one who is to receive it, 
the results are unsatisfactory. Many concerns re- 
fuse to make the price a consideration, insisting 
upon quality and a fair deal. This latter method 
is destined to win out although the time to ac- 
complish it will, perhaps, be somewhat longer. The 
premium system which is carried out to the length 
and breadth of our land is perfectly legitimate and 
can be depended upon for a response. Although 
the consumer pays for his articles, he does it so 
gradually that the transaction is a gift as far as 
he is concerned. Perhaps, too, he is gaining, for 
the retailer might not sell his goods proportionately 
cheaper, even if the system were not in vogue. 

Hunting Instinct. 

No one man has exemplified the hunting instinct 



HUMAN INSTINCTS 



53 



within human nature as has Theodore Roosevelt. 
Those who already felt its power in their lives, com- 
pelling them to search the mountain side for game, 
waited most impatiently to hear the returns from the 
African wilds. In the meantime, as the magazines 
began stories of thrilling adventures, a universal 
interest began to manifest itself. Hunting and fish- 




No. 4. 



ing seem to have a great fascination for the major- 
ity of us. We are called into the experience of 
our forefathers quite willingly in spite of mosquitoes 
and threatening fevers. The advertiser has not neg- 
lected this field, for innumerable advertisements 



54 



ADVERTISING 



contain various appeals to those who would find en- 
joyment in the adventure of hunting. No. 4 is an 
example. The advertisement itself can be criticized. 
Although the Winchester Rifle is the chief object of 
interest, it is not here properly displayed. The 
general effect of the illustration is indefiniteness. 
What the rifle will actually accomplish or any value 
attached to it is not brought out. 



Warm as the summer beach 

If anybody needs or deserves 
rooms just right to Kve in. to play 
in, to sleep in, it is the little folks. 
In spite of all precautions, the old- 
foshioned heating methods soon 
begin to leak or force ash-dust and 
coal-gases into the living rooms, 
■and the loved ones are made to 
breathe burned, devitalized air, 
totally unfit for the lungs. Whereas 
Hut W .iter or Low Pressure Steam 
beating with 

wrkanx Ideal 

II Radiators ^IBoilers 

wOl supply pure, warm air to every-' room in the house in all kinds of weather. 
These outfitsare used exclusively in hospitals, sanitariums, 'laboratories, colleges, 
greenhouses, etc., where correct healing and ventilation are an absr 
IDEAL Boilers and AMERICAN Radiators are roafle in such smalt sizes, 
wrth equal completeness, that they are o0v? puMntn thousands of cottapes. hou 
Stores, etc., at price* easily within reach of all. These outfits soon save thei. < 
by cutting down the fuel bdls and absence of repairs; while tJ>eir cleanliness h: I 
the housework and saves much wear on carpets anj furnishings. 




&kM 



v r .^ AflERirAN T R WIATOf\ f OA\PANY ""Sa" 



No. 5. 

The American Radiator's advertisement (No. 5) 
would be analyzed as having the following appeals : 

First, the paternal instinct as brought out by the 
youngsters at play. This is reinforced by the little 
girl playing with her doll. 



HUMAN INSTINCTS 55 

Second, the fishing or hunting instinct as mani- 
fested in their play. 

Third, curiosity on the part of all three children, 
but particularly the smallest tot peering into the 
tub. 

Fourth, our love for the nicety or fitness of things 
as carried out in the dress of the little fellow with 
the pole. 

Fifth, curiosity as to the association of the win- 
ter scene without, and the apparent summer scene 
within. 

Sixth, the home life with its associations. 

Seventh, the instinct to make improvements or to 
possess the most convenient service whether it be 
table cloth, kerosene lamp or the American radiators. 

Eighth, there is an indirect appeal to the con- 
structive instincts of the three homes. We uncon- 
sciously compare them and express our preference. 

Similar to these instinctive tendencies which are 
being so advantageously used, the interests of the 
passing day gaining univeral attention should be 
taken advantage of. For instance, the discovery of 
the North Pole was immediately seized upon by the 
alert advertiser until we were ' ' Northpoled " to 
goods of every description. When the North Pole 
itself was found the most far-fetched associations 
were brought before the public mind, but the atten- 
tion was at least secured. This necessitates an ad- 
vertiser who is alive to the events of the day. His 
imagination must be quick to throw back in pop- 
ular form his particular goods. 



CHAPTER IV. 
PRINCIPLES OF MEMORY. 

Our minds are constantly receiving impressions 
through the senses from the outside world. Many 
of these sensations create impressions which are 
never erased and which are subject to immediate re- 
call when the occasion demands them. On the other 
hand, try howsoever we will, there are certain 
things of the past needed at a particular time which 
defy recall. So we have come to say that he who 
can bring up the past whenever he wishes has a 
good memory; while he who cannot do so has a 
poor memory. Every intelligent man, if he does not 
possess this most desirable quality of mind, longs 
for it. 

The advertiser is interested in this particular 
phase of mind for it is by means of its characteristics 
that he hopes to control the actions of men when a 
printed page is not before them. For instance, a 
man wishes a cake of ordinary soap. He has never 
purchased any before and is uncertain as to makes. 
When the clerk asks what kind, the answer is likely 
to be Ivory or at least the one which he remembers 
as having definite qualities. He has become ac- 
quainted with the name Ivory through advertising 

56 



PRINCIPLES OF MEMORY 57 

and merely reflects back the past at this particular 
moment. 

The real purpose of advertising is to be so effec- 
tive in its various kinds of appeals that above all 
competitors your advertisement is to come quickest 
to the mind in the choice of a certain brand of 
goods. "How can I get people to remember it?" 
is the one problem. 

The subject of memory involves all the other 
qualities of the human mind, for upon their ap- 
preciation or selected action depend the impressions 
which can be recalled. The psychologist has given us 
four principles governing the development of our 
memories which should prove valuable to the ad- 
vertiser. Let us consider each of these four prin- 
ciples. 

Repetition. 

First, we are compelled to recognize things be- 
cause of their constant repetition. At first obscure, 
perhaps insignificant, a certain thing is not recog- 
nized as existing. But just the same it is in the 
world waiting for recognition. The mere fact of its 
being and persisting must finally react upon the 
human mind for recognition. When the recogni- 
tion does come, the chances are for its everlasting 
remembrance. There are many small advertise- 
ments in every magazine whose appeal to the eye 
is lost for the first purchaser of the paper. It may 
be that six months will go by until by some pecu- 
liar combination of circumstances that particular 
announcement is most vividly brought into recog- 
nition. Almost unconsciously we say, "Why, that 



58 ADVERTISING 

man is advertising constantly." If this judgment 
is not made for all future time, at least that adver- 
tisement will be readily recognized and remembered. 
Even poor advertisements, if used persistently, must 
in time bring results. Poor advertising not con- 
stantly repeated is absolutely profitless. The old 
maxim, "If at first you don't succeed, try, try 
again", is true regarding the poorest repetition. When 
once the recognition comes, the effect is likely to be 
quite cumulative. "Gold Dust," "Sapolio," "Ivory 
Soap," "Fairy Soap," "Quaker Oats," "Cream of 
Wheat," and so on down the list, all show what 
repetition will do and it is only repetition which has 
brought results. A certain doctor in a country com- 
munity was not an exceedingly busy man, so he 
began to take long rides in his particular section. 
The farmers saw him always on the move and drew 
wrong conclusions. They said, "Doctor S. must be in 
great demand, for he shows himself in the neigh- 
borhood so often. We do not hear of deaths. Surely 
no complaints are being entered, therefore Dr. S. 
must be a good physician. I'll just call him in the 
next time he passes, to give some advice regarding 
the particular difficulty I am having." Doctor S.'s 
practice soon grew, and it came about more quick- 
ly because he advertised himself by means of repeti- 
tion. This instance also illustrates the maxim "Noth- 
ing succeeds like success." The world cares more 
to be associated with or to possess those things 
which have a recognized standard. To get a recog- 
nized standard in the public mind should, in its 
first steps, be the object of advertising. The busi- 
ness world can tell innumerable stories of concerns 



PRINCIPLES OF MEMORY 59 

which have won the public mind through advertis- 
ing and whose popularity began to wane upon the 
withdrawal of publicity. Competition is what keeps 
things going. When once this fact is lost sight of 
by an unguarded merchant, his competitor has 
gained a hearing and possibly won the day. Water 
allowed to drop regularly upon a rock beneath 
soon wears it away. The first drop is not so power- 
ful, but the added drops bring to pass the seeming- 
ly impossible. This naturally leads to a discussion 
pertaining to repeated advertising. 

The question is raised regarding daily, weekly and 
monthly repetition. Suppose you wish to select 
eighteen days during a particular period of the 
spring in which to sell motorcycles. Would it be 
better to run the advertisement continuously for 
eighteen days or every other day? Again, consid- 
ering expense, would you rather have an advertise- 
men twice the contemplated size for daily use for 
every other day's insertion? Carrying out the 
theory of repetition, the same space should be used 
in either event. Once seen on a certain page, the 
fact of its being repeated there emphasizes its im- 
portance. People unconsciously expect it to be 
there. But if the doubling of the advertisement 
gives decided attention qualities, making positive 
what before tended toward indefiniteness, then the 
every other day program would seem to be the 
better. On the other hand, given copy which, al- 
though small, is decidedly individualistic, its con- 
stant repetition should be quite as effective. In 
either instance the advertisement should be inserted 
as many times as possible at the beginning of the cam- 



60 ADVERTISING 

paign. Money limitation, of course, checks all in their 
desires to advertise constantly. Whatever the limita- 
tions, this theory should hold : any advertisement pos- 
sessing qualities which gain the attention should be 
repeated as often as possible. Remember that many 
two-inch advertisements have these qualities and have 
brought decided results. Some kinds of enterprises 
need larger spaces than others to give required in- 
formation. 

By repetition is not meant sameness. If at this 
moment you were to walk into my office, the same 
individual who entered a year ago, the chances are 
that you would have a different suit, hat or expres- 
sion on your face. Nevertheless, whatever changes 
have been wrought by passing events, there would 
still be enough of you to gain immediate recogni- 
tion. The advertiser must try to keep that in the 
mind of the public which is individualistic. 

Poetry. 

Another impressive form of repetition is to be 
found in the use of poetry. Every one has a ten- 
dency to respond in the rhyme and rhythm of words. 
It has been our natures from olden barbaric days. 
The bards of Homeric times sang in rhyme their 
stories of bravery and valor and were always heark- 
ened to by peasant and noble. Many advertisers 
have employed this tendency advantageously, until 
through the "Mother Goose" rhymes of our child- 
hood we have become acquainted with different 
brands of goods. Street cars have employed this 
method for instructing the public. Undoubtedly 
there are thousands of people who are constantly 



PRINCIPLES OF MEMORY 



61 



gathering- together a knowledge of this business 
poetry. A card possessing the form of poetry will 
attract the eye. 

Intensity. 

That which has impressed us has a quality known 
as intensity. The degree of intensity decides the 
depth of the impression made and accordingly fixes 
its hold on the memory. We have already learned 
that for advertising there is need for attentive ele- 



T E X AS 




IS TODAY 

THE BEST FIELD FOR 

The Rich Man 

The Man of Moderate Means 

The Man who ia anxious to 
acquire a home and future 
for himself and family. 
CONVINCING LITERATURE 

Issued by 

SOUTHERN PACIFIC 
SUNSET ROUTE 

YOURS FOR THE ASKING 

L H. NirmxC, C-E.P.A. 5«-US8.r! Bmiw.,. N. T. 

No. 1. 




ments. Everyone, to get at the greatest intensity, 
should seek for the superlative degree of these at- 
tentive elements. Intensity should be considered with 
respect to color effects, contrast or harmony within 
the advertisement itself, contrast and harmony on the 
particular page, styles of type, and the presentation 
of the goods. 

There are three attitudes each of us have toward 



62 



ADVERTISING 



life. One is the physical, another the feelings, with 
the last, the intellectual. Our intensity should be 
considered in these different respects. No. 1 is an 
example of the physical expression of life. There 
is a kind of intensity that appeals to every one. 
The mad rush of the steers, the peculiar loop of 



You will never know 

eye-glass comfort, 

convenience or lens efficiency 

until you wear 



REMEMBER THE NAME 

Shur-on 

EYE GLASSES 



All eye-glasses are not 
S'hur-Oflf, for better 
mechanical construction makes 
Shuvonf the best eye-glasses 

Always ask lor a *5>hur-on ; 
and be sure you get it. 

At the tetter opticians for $3 and $5 (willwuc lenses.) 

BOOKLET FREE 

For you* instruction and protection. 

E. KIRSTEIN SONS COMPANY 

Department P. ROCHESTER, N. V. 



No. 2. 



the lasso (which could be improved), the strike 
of the AVestern pony, and the cowboy rider are all 
elements of universal force appeal. The constant 
repetition of this advertisement will at least adver- 
tise the fact of Texas, whether the Southern Pacific 
will be directlv benefited or not. 



PRINCIPLES OF MEMORY 63 

A brewery once advertised its beer through an illus- 
tration picturing a massive bull dog looking intently 
at a bottle of beer. It was another example of 
force intensity. 

No. 2 is an example of feeling intensified. The 
face's expression indicates pleasure and satisfaction. 
Thus we have an intensity of feeling illustrated to 
impress upon our minds the value of "Shur-On" 
eye-glasses. 

Glancing through the advertisements of a maga- 
zine the following feelings are employed to increase 
the intensity. There is a picture of a coffin with 




^m THAT MAN 

worked 1 year, averaged 8 sales a day and 
made $2880.00. iH?" If you live in a city 
or town where gas is used and will consider 
a good proposition, write today and ask 
the particulars. @^° A postal is enough. 
Address it to 
GAS USERS ASSOCIATION 
1551 Madison St. Chicago 

No. 3. 

this headline: "Among the worthiest of all tributes 
is the selection of a casket of adequate quality 
and character." Feeling alone is appealed to and 
is intensely brought to the mind by the appropriate 
illustration. Further on a canoe, the "Loisette," 
containing our athletic type of man in appropriate 
costume, is paddling down a summer stream. 

This is an appeal to our appreciation of strength 
and love of nature. 

The last appeal is to the intellectual. No. 3 is 
an excellent example of an advertisement the repe- 



64 ADVERTISING 

tition of which, howsoever small, is destined to recog- 
nition. The appeal is perhaps to the feeling side 
of making money, yet it contains a degree of the in- 
tellectual in that it appeals to the reason. The 
reader does not expect something for nothing, but is 
led to believe that here is a position which a man 
of good understanding can handle. Illustrations 
which explain the workings of things are intellect- 
ual in nature and should be presented with regard 
to intensity. They are often very unattractive. The 
border effects of No. 6, Chapter II, are good examples 
of intensity aroused mechanically by a purely in- 
tellectual advertisement. 

Association. 

People remember the past because of associations. 
To-day a friend wished to know the date which 
marked the close of a certain strike. At this partic- 
ular time a certain thing had happened. His mem- 
ory attempted to recall by means of the mind quality 
known as association. Pleasure and pain are two 
opposites, the experience of which is universal. 
Hence the advertiser should see to it that the un 
fortunate is not brought forth if such a picture 
would result in pleasant memories. With life in- 
surance, pictures of misery might prove convincing; 
while with other kinds of trade, its association would 
be repulsive. To advertise a canoe by means of an 
illustration showing a drowning man, would not be 
advantageous unless you had a canoe on the market 
which would be guaranteed not to do this particular 
thing. The same illustration shown at a summer 
resort, where such accidents were a common expe- 



PRINCIPLES OF MEMORY 65 

rience, might prove quite profitable to an up-to-date 
life insurance agent. 

No. 1 is an attempt to associate the preconceived 
notions of wildness, the cow-boy and Texas, with the 
means of getting to this state. For thousands of peo- 
ple this would be the very reason for staying away 
from the place. Only those who were considering a 
decided change of home would be interested, while 
many of these would be inclined to seek other adver- 
tised fields presenting fewer physical difficulties to 
be overcome. At the present time a Chicago firm 
is attempting to sell small farms in Florida. The 
associations aroused regarding Florida are : the ease 
with which things are growing, the many crops pos- 
sible within a single year, the delightful climate and 
the guarantee of success. 

After all, association or memory consists in that 
combination of elements which arouses a definite 
state of mind. Although this advertisement has 
been unfavorably impressed, it is a decided im- 
provement over the one which does not attract at- 
tention. If the advertisement has brought forth 
criticism regarding the goods, at least it has not 
lacked in intensity. A campaign to destroy wrong 
associations must be instituted. When a certain 
razor company doubled the price of blades, the 
announcement was intense enough to cause wide- 
spread discontent. The writer at this time was 
entering complaint regarding certain poor blades. 
He chanced in the store when a representative of 
the razor company happened to be on hand. The 
universal complaint of poor blades and the increase 
in price were two factors which necessitated adjust- 



66 ADVERTISING 

ment and as a result this representative of the 
firm was present. The fact of his presence was ad- 
vertised and before long the store was crowded 
with those who had complaints regarding the 
blades. He was a very skilful man. First he told 
how the change from the old process to the new neces- 
sitated a peculiar manipulation of machinery to which 
the workingman had not been previously accustomed. 
This accounted for the poor blades. As to price, 
why, the cost of getting out these blades on the new 
process would be much greater. Then he proceeded 
to picture the most expert men in the land exam- 
ining those blades at an enormous salary. Well, 
he changed the ill-will of people to acceptance of 
the proposition at least. As for that particular razor 
at the present time, the associations of the majority 
with respect to the exorbitant high price and many 
unsatisfactory blades are not such as to make a 
man rejoice at its possession. That it is good, is 
indisputable. That it is not handled with regard 
to a consideration of a decent price and a fair deal 
for all interests is the feeling of association many 
have regarding it. We all detest being imposed 
upon. People cannot be eternally changing from 
one thing to another. Every dealer should conduct 
his business on a basis which keeps the consumer 
satisfied. A recognition of the worth of a thing is 
one thing; the satisfactory marketing and its use 
is another. Advertisers reap the greatest results 
by combining these elements so that the customer's 
associated attitude toward the goods is a pleasant one. 
Merchants should have pleasant associations con- 
nected with their names. Each advertisement re- 



PRINCIPLES OP MEMORY 67 

calls for the reader pleasant or unpleasant ones. 
People particularly remember bad associations and 
usually pass that news along. It is because of 
this same law of the association of ideas that the 
association of our instincts with goods is recognized. 
If a particular article is associated with a universal 
experience of childhood, constant repetition makes 
one feel its effectiveness. Thus we have both recog- 
nition and association working together to produce 
memory regarding a certain thing. 

Ingenuity. 

Whenever we wish to remember by employing a 
mechanical adjustment of things to assist the re- 
collection, this is known as the ingenious method. 
By manipulations, dates and numbers are thus ar- 
ranged, and because of the nearness to certain fixed 
ideas, are thus forced into the memory. 

The use of the word "Uneeda" is really a phase 
of this kind of memory. "Iwanta" was not per- 
mitted but was similar in content. A street car 
advertising sign is now appearing which con- 
sists in an entire broken mass of material to be 
united in a puzzle. Curiosity is aroused. Day by 
day the public is looking for the union of the pieces. 
Here we have repetition in its constant, individual, 
yet varying presentation; association is appealed to 
as a problem, for every one is trying to associate 
the past to anticipate the putting together of the 
parts. The ingenuity of presentation will impress 
the advertisement upon thousands of minds, and be- 
cause it was so ingeniously presented it will be re- 



$8 ADVERTISING 

membered. Thus the method of presentation becomes 
as great a factor as the thing presented. 

Imagery. 

Those advertisements which bring to mind past 
experiences do it through a recall of certain sense 
impressions we have had in the past. It is interesting 
to know that we all do not remember things in the 
same way. For instance, if asked to remember in 
picture the breakfast table of this morning, some 
people would not be able to call up the picture 
but would have to depend on thought regarding 
each article. To many the picture of one seated 
at the piano would associate itself with some melody. 
The melody would surely come if a familiar tune 
were suggested. A street car advertisement con- 
sists of a group of young fellows about a table 
drinking. The words ''And there's always fair 
weather, When good fellows get together" are so 
placed as to command attention at first glance. 
Almost immediately the tune of the song comes to 
mind and you continue on to the close. The words 
of a song unknown or inappropriate would de- 
tract considerably from the illustration. The 
words "Dropping, dropping, hear the pennies fall" 
come to mind. It is readily recognized as an ancient 
Sunday school hymn. I can also hear the pennies 
fall into that box and the clink of the coin as it is 
passed about the class. This is known as auditory 
imagery or the ability to remember sounds. We 
also have visual imagery to recall the appearance of 
things; muscular imagery to recall the sensations of 
weight of pressure; gustatory imagery, which is 



PRINCIPLES OF MEMORY 69 

calling up our taste sensations; olfactory imagery 
to bring up our past experience of smell. 

Knowing that whole classes of people find it im- 
possible to recall the past with respect to the images 
of any given sense experience, the advertiser should 
constantly change his method of appeal. "Be all 
things to all men" when the history of a particular 
advertising campaign is written. 



CHAPTER V. 
IMAGINATION. 

By imagination is meant the power to construct 
in the mind images of things. It is the quality of 
mind that brings men and women into a picture 
form of each other's happiness and suffering. It 
is a factor which enters into our enjoyment and 
sympathy in the affairs of life from childhood to 
old age. 

[Whenever a tornado sweeps through the city or 
an earthquake shakes down a San Francisco, we 
can picture through imagination what has happened, 
and immediately there is a sympathetic response. 
Thus imagination helps to move and control men in 
their action. It is a fact to be noted that when 
we ourselves have passed through any kind of 
an experience our sympathy is all the more ex- 
tended to those who are passing through the same 
thing. The advertiser must develop a mind which 
can live in the imagination of all classes of people, 
for it is through this quality of mind that he must 
make himself adaptable to the needs and desires 
of mankind. 

Kinds of Imagination. 

As classified by Professor Halleck, imagination 
may be, first, such as to produce 'an approximately 

70 



IMAGINATION 



71 



literal - image of a thing. Any one of you can at 
this moment recall the image picture of your mother. 
Advertisement No. 1 gives an exact image of pearls 




FROM THE FRESH WATERS OF THE UNITED STATES 

Nature has ;i>Sen a large factor in the prosperity of this country. It 
bas done many wonderful things. One of them is the production 
of fine fresh water pearls, with color, histre and hardness ecjiia! to 
the Oriental i'earls. 

No Custom Outies — No Importing Expenses— and no European profits ; 
hence they can be sold considerably cheaper than the Oriental Pearls. . 



After months of accumulating, we 
are now putting on the market a 
large line of well-matched American 
Pearls, mounted as shlrt-stnds with 
the l/flrter automatic hacks, a few 
with flat backs or button backs. 

Our travelers have them for de- 
livery, or we can send a selection 
on memorandum for Immediate 
report. 



A Christmas Suggestion for 
a Man 

A set of -pear! studs, with the 

Larter backs. 
Our stock of Oriental Pearls is 
trie largest in this country. We 
arc therefoie in a position to 
supply all pearl stud wants, 
either Oriental or American 
Pearls, at Moderate Prices. 



A. I. HAU. * SON. 



LARTER & SONS 

2) &. 23 Maiden Lane 
New York 

WE ARE HEADQUARTERS FOR PEARL STUDS 



NO. 1. 



held by a shell. Here the play of the imagination 
has been pleasing and real to nature. How much 
more natural and forcible than if a setting in a ring 



72 



ADVERTISING 



had been emphasized. Human beings like to do a 
few things for themselves, and the process suggested 
from the pearl to its setting is such as to stimulate 
more pleasingly the imagination of every interested 
person. 




Highest Type of Hat and Man 

The ab. 

"ill his Knox Hal 

■ 
ih. Ameri. u> lindi-iiii. ■'.-■• . w> • ■• ful 

I 
in Ihe [> 

This it- 
ova the desk ..f O.iom-1 1. \l ; 

An ex ■ ' t l>ut f"i ih<: wish 

expressed liy the cx-I'icmIim 






thing 



Xo. 2. 



Second, it has the power to separate the parts of 
concrete objects. In biblical days we find the hand- 
writing on the wall. Xo. 2 suggests a body, and 
when we learn that Roosevelt is the man, who does 
not complete the picture? 

Third, imagination lias the power of forming 
simple combinations of separated elements. Our 
medieval ancestors made use of this when they ere- 



IMAGINATION 



73 



ated Satan with a human form, the horns of a goat, 
the hoofs and tail of an ox, and the wings of a bat ; 
Because of the ethereal and uncertain yet pleasing 
effect of cologne, the imaginative treatment of No. 
3 is most excellent. Observe the many impossible 
combinations. 




o ; 



EFWde ]J^J 

THElDEfll. 




No. 3. 



Fourth, it has the power of diminishing the size 
of an object. Dean Swift in Gulliver's Travels made 
the Lilliputians climb over the body of Gulliver. 
No. 4 is suggestive of this typo of imagination and 
because of the diminution of an ordinary being at- 
tracts immediate attention. 



74 



ADVERTISING 



Fifth, the imagination can enlarge. Any one can 
picture a giant Atlas carrying the earth upon his 
shoulders. No. 5 is an indirect way of fulfilling the 
requirements of this type. While the boy picture 
has not been increased much physically, yet the busy 
air and equipment are enough to create for us a 
larger realm than the one in which such youngsters 
generally move. 

Sixth is the power within imagination of selecting 
from the elements of past experience and getting a 
new rational product. With this type of imagination 




Xo. 4. 

working, Edison produces his phonograph and electric 
light bulbs. Another puts up a type-setting machine, 
while a third produces a steamship which plies 
from ocean to ocean. Thus there are two kinds of 
imagination to be regarded; first, the mechanical; 
second, the constructive. 

The advertiser employs mechanical imagination 
when he gives us a fanciful picture, as the Gold 
Dust Twins on a Wright Flying Machine proclaiming 
the wonders of Gold Dust. Through a continued 
use of imagination the Gold Dust Twins can be ex- 
pected to perform any kind of antic, for they are 
constantly in the circus ring of the public eye. It 



IMAGINATION 



75 



was constructive imagination which built up Gold 
Dust itself into an article possessing certain quali- 
ties that are not only reliable but necessary in the 
average kitchen. 



The TRAVELERS' 

jf Thin -Model 

r» BRUSH 



is setting everywhere. We know, because 
of the re-orders. 



fc iis 



«. 



!# 




travelers* A!to ' sGift 

Garment Our 

Hangers Cravar Holder 



s 8<* 




Folding Shoe He 
Crater Match 



Extra! A New 
Cravat Holder 



*8. 



TILDEN-THURBER CO., 






No. 5. 



While considering the factor of imagination in ad- 
vertising, let us see how wrapped up it is also in 
many of the ordinary interests of life. In literature 



76 ADVERTISING 

we find the creation of such characters as Scrooge, 
Kip Van Winkle, Mrs. Wiggs of the Cabbage Patch, 
and Robinson Crusoe. Who, although he has not 
read the books, does not know somewhat of the as- 
sociations of character suggested by each name? 
These characters have made money for publishers. 
They themselves advertise by word of mouth the 
books of which they were a part. 

Again in the scientific realm, we find the play of 
imagination in such books of Jules Verne as ' ' Twenty 
Thousand Leagues Under the Sea," or "Around the 
World in Eighty Days." When Verne first wrote 
these works, they seemed so contrary to the experi- 
ences of man at that time that they were considered 
ridiculous in prophecy. We do not entirely dispute 
them to-day. 

In the works of Moore's "Utopia" and Plato's 
"Republic," we see men reaching for an ideal form 
of government. 

Recollect the fabulous stories as related by Mande- 
ville in his many adventures. In our own moment 
of time, Cook, with his Northpole Dash, has startled 
the universe. Advertisers have been quick to seize 
upon this interesting subject and if for nothing else, 
Cook has lived to serve the advertising world. 

In the advertising realm there are creations just as 
varied forcing themselves into the fabric of people's 
minds. There is Phoebe Snow, with her rhyme and 
metre, telling us of the cleanliness of the Lackawanna 
Railroad. She is usually attired in spotless white be- 
side an engine. The engineer, with his soot-be- 
grimed face, is looking down upon her with friendly 
mien from his cabin window. Phoebe is an individ- 



Imagination 77 

uality but not an identity; for she changes in per- 
sonal appearance from time to time. Nevertheless, 
she holds a place among non-existent persons in the 
advertising realm. On the railroad train, this past 
summer, a young lady declared that her trip East 
would not be complete until she had taken a ride 
on Aunt Phoebe's road and her inquiry was regard- 
ing the possibilities of it. 

Sunny Jim startled the world with his happy 
countenance. He was perhaps suggestive of our 
"before and after" advertisements which have al- 
ways been popular. His was a personality so strong 
and winning that the tendency was to forget the food 
which made him the man he was. Force, as an 
article of food, tended to lose its identity. 

Another advertisement is that of the Pears Soap 
people, entitled "Bubbles." Here the babe is repre- 
sented as blowing bubbles. One has just been cast 
into the air and the little fellow is looking with 
wondering eyes as it disappears in the distance. The 
picture is absolutely artistic and appealing, and for 
these reasons alone would attract universal atten- 
tion. Moreover, the blowing of bubbles has some- 
thing of charm in it for everybody and Ave respond 
to the wonderment of the child. 

Had the artist who first sold the picture to the 
Pears people suspected that his creation was to 
serve in the advertisement of so ordinary a thing 
as soap, possibly the transaction would never have 
taken place. For between the business man and the 
artist there seems to exist a gulf. Artists, as a class, 
hate to see their productions associated with indus- 
trial life. "Art for art's sake" is their motto. But 



78 



ADVERTISING 



the business man by obtaining these pictures ad- 
vertises the work of an artist more than he would 
possibly otherwise get, or more than he would ever 
be able to advertise himself. In the majority of 
eases, by means of advertising, these desirable pic- 
tures would tend to raise the standard of taste 
generally. 

At the present time the Kingsford Starch people 
are running an advertisement which contains a most 




The good cook knows 
that a spoonful of Kingsford's 
mixed with the flour makes perfect 
pie -crust. She also 
knows that 

Kingsford's Corn Starch 

far better than flour for thick- 
ening gravies, soups and sauces. 

Scud a post card today, and 
e will niAi\ without charge 
ar remarkable liuh • 

C>."- "What a cook ought to 



% 



T. Kmgrford & Son 



^mi 



No. 6. 



motherly looking woman. The love not only in the 
expression of her face, but also by her act, is quite 
discernible. Everybody remembers the time when 
hunger was satisfied by the right kind of pie. If 
this advertisement is continued, there will be an 
impression made upon the mass by means of this 
character and all because of a universal experience. 
No. 6. 



IMAGINATION 



79 



But people are not the only ones who come in 
for their share of regard. Just as in literature, we 
have "Black Beauty," beloved by every one, so in 
advertising, the fox terrier Victor listening to his 
master's voice has aroused our sympathy. No. 7 
shows us Bull Dog faithfully advertising suspenders. 



irrr 






IN SINGLE Kgfi'/Mi 
MRB6XES&U 



WHY SOT BUY HIM A PAW OF W-2£ 

Bull Dog Suspenders for Christmas / ^m 

Practical gifts appeal especially to me: 



tSore-MutRiUtrHubh: 



HF.WES & POTTER 



StfSPtNM* 5 



No. 7. 

Two advertisements which show contrast moods 
arousing the imagination are both effective, yet it 
cannot be doubted that our hospitable darkey of the 
Cream of Wheat advertisements is much more so 
than the Quaker of Quaker Oats. 

Thus we see that the play of the imagination has 
its effect in impressing the public mind — that to 



80 



ADVERTISING 



arouse the imaginative element such as to reinforce 
the value and importance of goods is the object of 
advertising. 

Suggestion an Aid to Imagination. 

Mr. Heinemann, the European publisher, was ob- 
serving two peddlers standing side by side selling 
toy dolls. One of them, who had by far the home- 
lier doll, as he thrust it into the face of the passing 







Bulldog Segars 

ARE REAL HABANA 
FINE AND MILD 

Our New and Pleasing Shape 

After Dinner - - ~ $6.00 

per box of Fifty 

Panetelas - - - - $4.00 

per box of Fifty 

"Fra" Perfectos - - $3.00 

per box of Twenty-five 

If Your Dealer Doesn't Handle 
Them Order Direct From Us 

2RRIAM & CO. 

IOP, 139 Maiden Lane, New York City 




A 


"THE SQUARE GUY" 

Is a Long Filler 5-inch Havana 
Segar $5.00 per One Hundred 




JOHN W. Ml 

THE ROYCROFT SEGAR St 



No. 8. 



;*j2ELIGI0N 
&& grows 
spiritually only 
as civilization 
advances human 
ideals, for 
through the real- 
ization of his 
ideals alone is he 
able to compre- 
hend more of the 
source of his 
being. 

The universe 
upon which the 
eyes of Job 
looked, had a 
very different 
meaning than it 
has to the scien- 
tist, armed with 
hie *xtensivje_ 



crowd called out the name of a public reformer. 
The second peddler with this kind of competition 
hardly succeeded. Mr. Heinemann taking him aside, 
suggested that he put two together, hold them up, 
and call them the Heavenly Twins. It was at a time 
when Sarah Grant's novel was famous. It is said 
that an instantaneous success followed. Advertise- 
ment No. 8 would attract attention on any page. 
The imagination has here worked to " square up" 



IMAGINATION 



81 



our bull dog and at the same time to create a pun 
that tends to characterize the squareness of the busi- 
ness transaction involved in the selling of "Segars." 
"The Square Guy" is quite suggestive. 

But many advertisers are afraid of the play of 
imagination in their work. They claim that it is a 



4' 



Erste 
Augsburger - «* 
Laubsagen- und 
Uhrfedem-Fabrih 

I. N. Eberle & Cie. 

Kaltwalzwerk far BandsUU 
Augsburg-Pfersea. 



No. 



dangerous thing to take up those combinations which 
are contrary to conventionality or precedent. So 
it is, if the new thing is too foreign to the multitude 
to which you would appeal. Always lead the class 
you would reach, step by step. Educate them by a 
slow process up to -your way of thinking. When- 
ever an entirely new thing is thrust upon the pub- 



82 



ADVERTISING 



lie they tend naturally to receive it as a something 
curious or freakish. But if the same thing persists 
in the public eye it is not long before there is a 




$5 Can Save 
A Baby's Life 



17,000 Babies Died Last Year 
How Many Will You Save? 



NO. 10. 



reaction of sympathy and a tendency to accept the 
goods. This kind of an imaginary campaign in- 
volves the expenditure of much money, and only 



Van Reeds 

headache 
capsules 




Hifflily endorsed 
by thousands. Sick 
nervous or neural- 

HEADACHE CURED 
I0R TWO CENTS 

Absolutely safe; 

effective within 10 

minutes. 

Sold by E can ,s\M UUcr. 
fleicc-, Nolle, Bro-ivn, 
Gracey, Fred Rapp 
and all druggists. 



No. 11. 



when the amount is large should this exploitation 
of an approximately new idea be carried on. The 
same concept is recognized in your mental attitude 



IMAGINATION 



83 



toward a stranger who possesses certain eccentricities. 
At first his personality strikes you unfavorably, per 
haps, but the common experience is that he improves 
upon acquaintance. The same principle would ap- 
ply to advertising. 



f~^ 




The Howard Watch 



THE finest compli- 
ment you cart pay 
a man is to nive him a 
Howard watch. 



No. 12. 

The Illustration Stimulates Imagination. 

Illustrations suggest different moods common to 
human experience. When the imagination begins 
to work, for the moment we again live in the past. 
No. 9 is a German advertisement expressing a mood 
of wonderment. The expression of each is an ex- 



84 ADVERTISING 

perience common to mankind, hence its effectiveness 
on the reader. 

No. 10 is a real appeal to our sympathy. Whose 
heart does not bleed for this little one ? 

No. 11 mirrors the physical state in which many 
find themselves and to this class the hope of a 
remedy is most forcibly brought home. 

Lest we may forget that there are happy sug- 
gestions to be made, follow your play of imagination 
in No. 12. 



CHAPTER VI. 
DESIRE AND HABIT. 

What is it that makes each of us have inclination 
to do or not to do, to take or reject, as the case 
may be, certain definite things? Need and desire are 
the impelling forces of such activities. We need or 
desire those things which seem to be necessary for 
the preservation or enjoyment of life. And in either 
case our action depends upon what we instinctively 
feel or upon the process of reasoning regarding the 
affairs of life. 

Thus, heredity as manifested through instincts 
when the proper stimulus has been presented, 
arouses either a feeling of need or desire. Al- 
though many men have never taken themselves into 
an African forest to hunt the wildest of game, never- 
theless there is an intense desire to roam foreign 
countries for an exciting chase. The mere reading of 
such adventures arouses an immediate tendency to 
act were the opportunity given. 

Again, desire is created or modified by the en- 
vironment in which one is born or into which one 
has been thrust through the circumstances of life. 
A child reared in a community where the people are 
religious or conventional would be anpalled by the 

85 



88 ADVERTISING 

bitant is presented. Chance alone will decide 
whether it is in response to a printed advertisement 
or to a display that action is brought to bear in 
purchase. There being no absolute need for the 
article under consideration and the lack of a proper 
stimulus keep back our exchange. Thus there are 
whole groups of people in whom exist a desire for 
things without an immediate need. It remains with 
the successful advertiser to bring the individual and 
the goods into a purchase relationship. There was 
a time extending over a number of years when there 
was no evident desire for these buttons. But one 
day I became associated with an individual who had 
the knack of making his cuffs assume a positive yet 
conservative part of his dress. His cuff buttons 
were always of such a kind as to harmonize with 
the effect he desired to create. Now, my single pair 
of buttons had served every occasion. Being of ex- 
cellent material, that thought in itself had satisfied 
my possession of them. When the contrast was 
presented, however, an immediate desire which had 
not existed before was aroused. The old buttons 
had lost all value. 

To you, advertiser, it is given to force people into 
recognition of your goods, then to arouse or rein- 
force desire and by some happy phrase to get an 
action in your favor. This will possibly necessitate 
a campaign of advertising which will be different 
in nature according to the class of appeal. To give 
an example which is still existent, there are certain 
women who would refuse the help of a washing 
machine. There is no desire for the use of such an 
article because real need is not felt. And this was 



DESIRE AND HABIT 89 

the attitude of the mass of people when washing 
machines were first put on the market. The method 
of appeal to this class of people must be entirely 
different from that which is to reach the party who 
already owns one, likes it, and needs another. 

Referring to the second class, the right kind 
of an advertisement will appeal so as to increase 
desire, if improvements which further save energy 
and time are insisted upon. A motor machine is 
much more desirable than a hand machine. Make 
the people want it; this is your work. 

In managing an advertising campaign it is better 
to dwell oftener on the idea of need. Always try 
to make the reader feel that he is missing somewhat 
of the good things, conveniences or protection of 
life without your object. Lead him to feel a need. 
Remember that the greatest number of people have 
not felt the need of your particular article. Those 
who have already tried your goods and found them 
satisfactory will perhaps purchase again. Those 
who desire and have not been impelled to buy con- 
stitute a majority class. The interest aroused 
regarding an object should be more than interest 
itself; it should be self-interest. There is a differ- 
ence between these two. I may be quite interested 
in flying machines and yet not acting in such a way 
as to bring such a machine into my possession. Con- 
ditions are not such as to cause me to attach that 
particular apparatus to the interests of my life. I 
may be interested in women's hats in so far as they 
please my taste for a sensibly dressed woman, but 
it would be quite different if my self-interest were 
aroused in the hats. 



88 ADVERTISING 

bitant is presented. Chance alone will decide 
whether it is in response to a printed advertisement 
or to a display that action is brought to bear in 
purchase. There being no absolute need for the 
article under consideration and the lack of a proper 
stimulus keep back our exchange. Thus there are 
whole groups of people in whom exist a desire for 
things without an immediate need. It remains with 
the successful advertiser to bring the individual and 
the goods into a purchase relationship. There was 
a time extending over a number of years when there 
was no evident desire for these buttons. But one 
day I became associated with an individual who had 
the knack of making his cuffs assume a positive yet 
conservative part of his dress. His cuff buttons 
were ahvays of such a kind as to harmonize with 
the effect he desired to create. Now, my single pair 
of buttons had served every occasion. Being of ex- 
cellent material, that thought in itself had satisfied 
my possession of them. When the contrast was 
presented, however, an immediate desire which had 
not existed before was aroused. The old buttons 
had lost all value. 

To you, advertiser, it is given to force people into 
recognition of your goods, then to arouse or rein- 
force desire and by some happy phrase to get an 
action in your favor. This will possibly necessitate 
a campaign of advertising which will be different 
in nature according to the class of appeal. To give 
an example which is still existent, there are certain 
women who would refuse the help of a washing 
machine. There is no desire for the use of such an 
article because real need is not felt. And this was 



DESIRE AND HABIT 89 

the attitude of the mass of people when washing 
machines were first put on the market. The method 
of appeal to this class of people must be entirely 
different from that which is to reach the party who 
already owns one, likes it, and needs another. 

Referring to the second class, the right kind 
of an advertisement will appeal so as to increase 
desire, if improvements which further save energy 
and time are insisted upon. A motor machine is 
much more desirable than a hand machine. Make 
the people want it; this is your work. 

In managing an advertising campaign it is better 
to dwell oftener on the idea of need. Always try 
to make the reader feel that he is missing somewhat 
of the good things, conveniences or protection of 
life without your object. Lead him to feel a need. 
Remember that the greatest number of people have 
not felt the need of your particular article. Those 
who have already tried your goods and found them 
satisfactory will perhaps purchase again. Those 
who desire and have not been impelled to buy con- 
stitute a majority class. The interest aroused 
regarding an object should be more than interest 
itself; it should be self-interest. There is a differ- 
ence between these two. I may be quite interested 
in flying machines and yet not acting in such a way 
as to bring such a machine into my possession. Con- 
ditions are not such as to cause me to attach that 
particular apparatus to the interests of my life. I 
may be interested in women's hats in so far as they 
please my taste for a sensibly dressed woman, but 
it would be quite different if my self-interest were 
aroused in the hats. 



90 ADVERTISING 

To summarize, then, the following steps must be 
considered as constituting the highway leading from 
non-desire to purchase : 

1. Non-desire. 

2. Attention. 

3. Interest. 

4. Self-interest (need or desire). 

5. Action. 

6. Possession. 

To further comment regarding desire, there are 
many kinds of goods which people already desire, 
and it is the matter of money which delays the pur- 
chase. There are thousands of those who would 
purchase a piano immediately if they were to follow 
their desires, and it is only when advertising arouses 
a self-interest in the article by showing that the 
"parlor grand" which they think they cannot afford 
can be purchased, second hand, on easy payments 
or in some other way, that these people ever think 
seriously of the step. 

Habit. 

Having considered desire in its relationship to 
interest, what do we hope to accomplish if the in- 
dividual responds to our appeal? The answer is 
that he will purchase the goods again, and then 
again. This process of repetition is known as habit. 
Habit is the master of all people's actions, possibly 
excepting the genius. So habit and its relationship 
to selling should be understood and reckoned with 
in every sale of standard goods. "No breakers, no 
makers" is the excuse offered when something has 



DESIRE AND HABIT 91 

been suddenly smashed. The same feeling exists 
when goods have become worn out or ragged. When 
these articles are broken or worn and desire demands 
new ones, the advertisement which induces action 
now is whether or not the goods have proven satis- 
factory. Then it is that habit begins its work and 
the purchase takes place, with a tendency ever after- 
ward to act in the same manner. 

Not only is the brain plastic and susceptible to 
every sense impression, but there is always a ten- 
dency to act in the same manner whenever elements 
have not entered to check such action. ''Habit is 
simply a new pathway of discharge formed in the 
brain by which certain incoming currents ever after 
tend to escape." 

Habit differs from instinct in that it applies to 
those actions of the individual which have become 
involuntary in his life. I may appeal to an instinct 
to create a habit. For instance, I wish to sell soap 
and by way of illustration or argument put a baby 
in a bathtub, frolicking in glee as he lets the foamy 
soap slip through his fingers. The paternal instinct 
has been aroused, the present need is soap, the ten- 
dency is to buy. If the soap is satisfactory, the 
chances are that I shall again purchase. Here an 
instinct has responded to an advertisement, the 
present need has resulted in the possession of the 
soap, and a habit for its repurchase has been 
started. If it were not for habit our lives would 
daily be taken up with the conscious doing of such 
trivial things that it would be impossible for us to 
perform any of the greater things of life. Because 
people are such inconsistent slaves of the monarch 



92 ADVERTISING 

Habit is just the reason you are destined to suc- 
cess in considering its power in advertisements. 
Many people who have once purchased goods and 
found them quite satisfactory could never be per- 
suaded or reasoned into the purchase of a competing 
brand. The tendency to follow the course of least 
resistance is stronger than all the talk of many men. 
Get people to act once and get them to act now, is 
what you should strive to accomplish. 

The instinct which, worded, says "Something for 
Nothing" is the one oftenest appealed to in bring- 
ing people into a first act. The boy or girl who is 
sent to the grocery store for an article goes to that 
one which hands out a piece of candy with the 
purchase. When samples of cereals are given away, 
and they are pleasing to the taste, the generosity of 
the seller is often most amply rewarded. In theatres, 
an announcement that a watch is to be given to 
the one drawing a lucky number at a certain matinee 
packs the house. 

When Wanamaker advertises that for one hour 
a certain line of ladies' skirts will be sold at ab- 
solutely cost price, that hour brings its multitude of 
women fighting and scrambling for the possession of 
goods regarding which self-desire has been aroused. 
I was at one time associated with a first-class dry- 
goods house which made it a specialty to give bar- 
gain remnants on Fridays. Friday morning, fifteen 
minutes before the opening of the doors, found the 
street lined with people of every class waiting for a 
chance to purchase. When the doors were swung 
open there was a regular stampede for the counters. 
Many became so excited and covetous that the idea 



DESIRE AND HABIT 93 

of selection was crushed out of the mind, and gath- 
ering an armful of the goods they happily paid for 
the entire lot. Friday after Friday brought the 
majority of the same people and the same action as 
described above. Now this firm was of the highest 
standing and patronized by the most desirable 
people. Its name was respected by every one in 
the community. When goods were advertised as 
marked down they were marked down. And while 
there was no money lost by the firm, there was the 
creation of habit in the direction of this store which 
resulted in the purchase of many more articles upon 
which there was a decided profit. It is also inter- 
esting to note how certain classes of people, who 
were in the habit of disregarding the morning hours 
would come late in the • day to inquire regarding 
the advertised bargains. Not a single class of 
people but what seemed to be influenced by the 
wording of that advertisement which offered a re- 
duction in prices. 

A third and most powerful appeal is where pre- 
miums are offered. The wife whose husband smokes 
is often satisfied if she sees a vase slowly form itself 
into the outline of the curling smoke. In fact she 
insists that he go to that tobacco store which offers 
premiums. In following a salesman through a small 
town his argument passed into nothing when he 
offered a most tastefully decorated china clock as 
"A gift just to introduce the goods." 

Among the many unique ways of carrying out 
this inducement method of purchase, all to produce 
habit for repurchases, advertisements Nos. 2 and 3 
will be found suggestive. 



94 ADVERTISING 

No. 2 is an advertisement which has two items 
appealing to desire. First: a piece of "Mistletoe 
Free." The twig of mistletoe is a desirable thing 
in season for it has a certain sentimental value. The 
second appeals to the unconscious Christmas spirit 
in its nicety of associations. United to Something for 
Nothing and the Christmas spirit are the good things 
to eat — turkeys, ducks and geese. Surely there 
would be a tendency toward action here. No. 3 



Mistletoe Free 



On Saturday I will give away one 
twig of Mistletoe to every customer 
making a purchase at my store. 
I have the Choicest Stock of Tur- 
keys, Geese, Chickens, and Ducks 
for Christmas, and the Choicest 
Steaks and Roasts of all kinds for 
the Holidays. 

I always carry a line of Fancy Gro- 
ceries, Canned Goods of all descrip- 
tions, Fresh Eggs, Creamery and 
Dairy Butter and Fruits and Nuts 
of the Very Choicest Kinds. 

DAAIVC GROCERY AND 
RUUli i3 MEAT MARKET 



1301 West Third Street, Ashland, Wis. 

No. 2. 

shows the management of a business which offers 
to fill the need, free of charge, of a too busy or 
negligent housewife as well as the lonely bachelor. 
A friend had moved from one city to another. In 
the first place he had been in the habit of sending 
his laundry to just such a place as is here advertised. 
The services rendered had been very satisfactory and 



DESIRE AND HABIT 95 

indeed so much filled the need that he always took 
occasion to recommend the Colonial Laundry to those 
who complained at not receiving the proper care of 
their clothing. Upon arriving at the second city his 
first question regarding a laundry was "Do they 
mend your clothing?" Such was the power of habit 
as well as the effect of gratuitous service. In fact, 
convenience occasioned by this laundry's act would 

You tore out 
the button-hole 

of that shirt getting out of it and 
forgot to repair it before sending it 
to the laundry. 

If you sent it to an ordinary 
laundry it would come back bursted. 

When you send it to us we take 
the time and trouble to mend it — free. 

We make other repairs, too. 



Kane Steam Laundry Co. 

O. G. KELTS, Mgr. 

Both Phones 115-117 Holgate Court 

No. 3. 

make him quite willing to pay an extra price for the 
service which had now become almost indispensable.. 

The wise advertiser is he who constantly studies the 
habits of the mass or the particular class to which he 
wishes to appeal. There are habits universal and 
again, habits local in nature. Christmas, Easter and 
the separate seasons are days and times which bring 



96 ADVERTISING 

all people into states of mind through appeals pecu- 
liar according to conditions. Learn the interest of 
the mass and employ the point of greatest interest in 
the advertising of your goods. 

That desires are often local should always be re- 
garded. For instance, the Southerner does not con- 
sider Christmas worth while without fire crackers. 
The North can hardly sympathize with this procedure, 
it only looks and wonders. Again, as in Philadelphia 
and Boston, there are appeals which can be made to 
patriotism never possible to be realized in Chicago or 
Kansas City. In considering the medium of a given 
locality, one would be compelled to decide which 
paper the people politically were buying, or inter- 
ested in, if the largest class is to be reached. 

Thus the habits of the people in different localities, 
differing and yet responding to a similar stimulus, 
necessitate a constant analysis on the part of the ad- 
vertiser. He must get the people out of their ruts 
and constantly guard himself lest he be caught in its 
ever reaching snares. 

The discussion thus far has considered action where 
self-interest has been aroused without considering 
any of the factors which may check or inhibit action. 

Inhibition. 

By inhibition we mean that power resident in ideas 
which have the force to divert the customary action 
of another. Applying this to advertising, we might 
say that inhibition in advertising is that power resi- 
dent in experience, ideas regarding other goods, or 
established customs which have the power to keep one 
from acting. 



DESIRE AND HABIT 97 

The things which might check the creation of desire 
for any particular advertised article are suggested in 
the various chapters. Therefore, a summary is all 
that is needed here. 

The general appearance- of the advertisement with 
regard to ornamentation, exploitation, poor type and 
arrangement might be such as to displease, and as a 
result desire is not stimulated. 

The thought expressed might be such as to insult 
our moral, religious, political notions, or our sense for 
the fitness of things. When this attitude of mind has 
been aroused, desire is inhibited. 

Again, the means of getting a thing might not be 
clearly enough suggested and natural laziness too 
greater than whatever desire has been aroused. This 
is a lack of knowledge, clearness and definiteness on 
the part of the advertiser. 

Lastly, the paper in which the advertisement ap- 
pears might have a bad rating in the mind of the 
reader, and although desire has been created suspi- 
cion will tend to check action. 

The creation of desire is thus the reason of any 
things existing at all. The advertiser must conse- 
quently remember that this is to be aroused and 
stimulated into action accordingly as conflicting or 
inhibiting ideas are not expressed or suggested. Upon 
the delivery of good merchandise, habit begins its 
operation, opening up possibilities for the continua- 
tion of happy business relation. 



CHAPTER VII. 

GETTING THE WILL. 

All of life is involved in action of some kind. 
Hardly is a building erected and said to be completed 
before it is beginning its crumbling career. Accord 
ingly as it was erected in intelligence does it stand 
few or many decades. Likewise in the physique of 
man there is the process of building to about forty- 
seven years, when conditions change and he is turned 
in the direction of the grave. Now this force of 
nature in man which brings about changes and re- 
directs energy is commonly called will, and its intel- 
ligent control brings to pass those things which are 
desirous and helpful to humanity. Thus all actions 
can be classified and accordingly as you, a human 
being, perform any act whatever this moment it 
must fall under one or a part of the following heads. 

Different Kinds of Action. 

First, unconscious reflex action. This is evidenced 
when the sleeper without awakening removes the foot 
which has been tickled by a feather. 

Second, conscious reflex action. Think of your eyes 
for a moment. You are now conscious of their wink- 
ing but the action takes place without your willing- 
ness. 

98 



GETTING THE WILL 99 

Third, impulsive action. Here a hazy idea of a 
purpose is involved and we act on the spur of the 
moment to realize the end. Some immediate condi- 
tion suggests an immediate realization. Its tendency 
is for the preservation of the individual. 

Fourth, instinctive action. This is what makes 
the bird in its northern flight suddenly stop and fly 
southward. It is what makes the spider weave a web, 
or the silkworm to burst its cocoon. Its action is for 
the preservation of the species. 

Fifth, deliberate action. Here intellect plays its 
part, and man, weighing and deliberating each factor 
involved, acts in that manner which would seem to be 
the best. This is the highest type of action. 

To get people to act unconsciously is what advertis- 
ing has often accomplished. Goods of a certain brand 
have been sent to you by your dealer. Although you 
had not asked for them, they were received without a 
word of complaint. "Why ? Because their name had be- 
come so familiar that they were not strangers to you, 
and because your dealer had recommended them by an 
act of this kind, their acceptance was without hesita- 
tion. If the goods fulfilled any kind of expectancy 
that might have been created, your experiencd famil- 
iarity would at least start competition with another 
make of the same article. Constant advertising and 
advertising so that your particular goods have been 
favorably impressed produces many a sale. People 
as a whole are not scanning the papers with a view to 
memorizing the different advertisements, and when a 
particular kind of advertisement has been repeatedly 
forced upon the attention there is a reflex or impul- 
sive act in its favor when the occasion demands. 



100 ADVERTISING 

Moreover, people do not like to show their ignorance 
regarding anything, and the fact that a single prop- 
erly named article lingers in the mind to project it- 
self so responsively to the question of the clerk, 
" Which brand?" pleases the buyer immensely. 

The store keeper who has his goods displayed so as 
constantly to remind the purchaser of these articles 
is aiding in the building up of impulsive tendencies 
on the part of his customers to buy those particular 
goods. A friend entered an auction sale hall and im- 
mediately began bidding upon what he thought was 
a Waterman fountain pen. He got it for thirty-five 
cents but it was not the Waterman, the name was 
Waterouse, and it seems that the auctioneer had been 
slightly deficient in his pronunciation so as to give a 
wrong impression. Now, although the person had 
never used a Waterman pen, what was it that made 
bidding upon this particular pen irresistible? Of 
course, the advertised knowledge of a Waterman pen. 
A pen of an unfamiliar name would never have 
created an impulsive bid. 

That which would call forth an instinctive response, 
the fourth type of action, is an appeal to the instincts 
themselves, and these are treated under a separate 
chapter. 

The fifth type of will, or deliberate action, may be 
said to have three relative factors, as follows: First, 
two or more ends in view; second, intellect to make 
the choice; third, freedom to act. Generally speak- 
ing, desire has already been aroused before delibera- 
tion is made and the proposition resolves itself into 
the question, "Which is the most desirable ?" A 
single advertisement may arouse desire for a life 



GETTING THE WILL 101 

insurance policy, but it is only when two or more have 
been considered and a choice made that a voluntary 
act follows. In a voluntary act, there must be the pos- 
sibility of choice between two or more propositions. 
With only one object to choose from the idea of 
freedom is eliminated. It is this weighing and con- 
sidering which makes the act different from an in- 
voluntary one. Consequently an advertisement which 
appeals to those qualities where the most reason is 
involved is the one which will arouse the greatest 
desire, if the individual looks at things intelligently. 

This deliberate action generally relates itself to 
such articles as are of greater value or the purchase 
of which takes place only once or twice within a life- 
time ; for instance, the purchase of an automobile, a 
life insurance policy, a home, a piano, bathroom fur- 
nishings, expensive rugs, etc. In other words, when 
much money is involved in a transaction, there is the 
element of thought and, of tener, much thought. "While 
the single advertisement might have aroused desire 
for a certain object, that object will be purchased 
which has an intellectual appeal in it and is superior 
to other advertising of the same class. 

But the world is not yet run on a pically intel- 
lectual basis. Men and women are not often found 
estimating things with the precision of a mathemati- 
cian. Therefore it is necessary to know something 
regarding the other types of will as manifested in 
the different temperaments of people. 

The Sanguine Temperament. 

First, there is the sanguine temperament which is 
impulsive and impressionable in its response to a 



102 



ADVERTISING 



stimulus. If this class is to be won, it must be at the 
present moment. Themselves full of feeling and 
hopeful, they respond quickly to the suggestions of 
the present. But they likewise proceed to forget their 
past experiences. Your advertisement must have 
some appeals in it which will create desire for the 
goods now. Such advertisements as the following are 
good examples: (No. 1.) 

wherever the mails reach and never step out of your 
office to do it. I will show you how you can do this 
without interfering with your present methods of doing 
business. I want you to send for this now — not next 
week nor tomorrow but NO W. I have a proposition 
that will interest every man who buys, sells or manu- 
factures merchandise of any description. 

If you wish to better yourself, or increase your busi- 
ness, or open a Mail Order department, or start a Mail 
Order business / can help you. Send for this 
literature and my proposition NO W before "ou 
forget it. 

Send for it before you do another thing. 



FRANK L. McWADE, Pres. 

977 COPELAND BUILDING 

ROCHESTER, N. Y., U. S. A. 



No. 1. 



While No. 2 is not so typical as some of the others, 
it carries with it a suggestion for immediate action and 
at the same time appeals to our sense of "Something 
for Nothing" in a modified form. 



GETTING THE WILL 



103 



A £ CUTOUT PUZZLE 




{jinn s ftiza.1 



To every purchaser of Lucas Paint, Stain, Enamel or Varnish during (he week of April 25th to 
30U will be given a Giant Painter Cut-Out Puzzle. Puzzles of this kind are the rage til over the coantey 
and afford many an hour of amusement for children, and "children of a larger growth." 

Just now is a good time to touch up and brighten things around the home. 

SPRINGTIME IS PAINT-TIME 



A little Lucas Paint, Stain, Enamel or Varnish goes a long way 
cheerful and pleasant No matter what you want to paint, stain, enamel or 
product "purposely made for the purpose," oi exceptionally good quality and 



making the home mora 
varnish there is a Lucas 
sure to give satisfaction. 



Special display all week of Lucas Paints, etc., for the in- 
side and outside of the house. Come and ask questions. 



H. B. WITMAN 

BRIDGEPORT, PA. 



No. 2. 



104 



ADVERTISING 



No. 3 is an excellent appeal to the reason and im- 
mediate action. This class, then, should have an ap- 
peal which suggests immediate action. It will be ob- 
served that these people are subject to all kinds of 
suggestions from the outside world. They are almost 
entirely objective in their attitude toward life. They 
are moved into feeling by an outward stimulus. 







/ Sign and 
^y mail this coupon 



//. 



A' - to your printer 
/"^ or lithographer 






..V 



/ Sign 

and mail this now, because 



No. -6. 



Whereas the majority of clothing advertisements 
appeal directly to the ideal side in appearance, No. 4 
has aroused a state of consciousness with regard to 
carefulness of dress. It is a mood that it appealed to. 

No. 5 is an advertisement which is suggestive to 



GETTING THE WILL 



105 



many and would bear criticism of the class under dis- 
cussion. There would be a tendency to criticize the 
advertisement itself and consequently a loss of atten- 
tion regarding the article sold. An ingenious adver- 
tiser could change the conception of ease represented 
here so as not to offend the modesty of the most 
fastidious. 




^"^ WATERPROOF 

Collars & Cuffs 

a great help to a stylish appearance and they 
dry bills too. The dull finish and linen 
e so perfect you can't tell them from linen. 
r waterproof —cleaned with a. rub. 



THE ARLINGTON COMPANY, Dept. B 

725-727 Broadway, New York 



NO. 4. 



In the analysis of No. 6 there is a persistent appeal 
to the entire class of those belonging to the melan- 
choly type. Opportunity for the betterment of self, 
and likewise an appeal to the possibility of being more 
valuable to the employer, is especially emphasized. 



106 



ADVERTISING 



The reader is urged to action by such expressions as 
"I will" and "I can." 

The Choleric Temperament. 

This leads us to the third type of will as manifested 
in those of the choleric temperament. The motto of 
these people is, "I want what I want when I want 
it." This is the temperament of action and is essen- 
tially the characteristic will of the business man. This 
type of man is prompt, intense, impetuous. In con- 
trast with the melancholic man, he lives in the present 




Foster's IDEAL Spring 



A Dream of Luxury 
and Ease 



> :,* i 




FOSTER BROS. MPQ. CO. 



No. 5. 



and is moved to action by outward events. The 
choleric individual differs from the sanguine in that 
reason tends to govern him in his choice of things. 
Sentiment is always the thing to be kept in the back- 
ground and is to be let loose only as he has been suc- 
cessful in the carrying out of some transaction. In- 
tensity of purpose is a marked characteristic which re- 
sults in a life not as broad as it might be. This man 
is interested in things which bring ease and comfort 
into his home. Anything which overcomes friction 



GETTING THE WILL 



107 



and annoyances, either in home or in business, is wel- 
come. He is in life for the money that can be gotten 
out of it, and with his money he a waits -a reasonable 
appeal for speculation and investment. 

The Phlegmatic Temperament. 

The fourth type is that known as the phlegmatic 



V 



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ForelocK! 



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Learn Business Law 

It will profit you greatly. You will then be of greater 
I value to yourself or your employer. You can not o 
say, " I Will" — which is good, but you can also say, 
" I Can I " — which Is infinitely better. Our course 
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No. 



temperament. These people are so slow as to lack 
practical effectiveness. While they employ reason, 
their deliberation is so long that a person of another 
temperament has bounded and possibly hit the mark. 
Your advertisements affect them — yes; these see 



108 ADVERTISING 

them all, but you must await their own sweet will for 
an action. 

Now it must be borne in mind that people generally 
are not to be put into one of the classes above men- 
tioned as you would sort out apples for barreling. It 
cannot be done. Humanity in mass has character- 
istics of all classes, but there is one temperament to- 
ward which each individual tends. It remains for the 
advertiser to recognize the different types and to 
change his advertisements from time to time, so that 
as many classes as possible have been reached by his 
varied appeals. 

Another factor to consider regarding our appeal to 
will through desire is that our desires change from 
time to time. The natural unfolding of life from year 
to year, from youth to the responsibilities of a married 
career, are such as to give us a desire for things that 
were formerly never considered. It is to meet these 
increasing experience demands that your advertise- 
ment must prepare. Your advertisement must now, 
through our experiences in life, be brought from a 
subconscious state to one of consciousness. It must 
now have a vital meaning. If your goods are not 
what they should be, not up to the advertised stand- 
ard, woe be unto you. 

There is a difference between the responses of men 
and women to the affairs of life. Temperamentally 
and generally speaking, women are of the first two 
classes named. Women are consequently led into the 
choice of things by an appeal to their sentiment or 
personal experience. If once desire has been aroused, 
price does not seem to check them in their choice of a 



GETTING THE WILL 109 

thing, and what seems to assist them in completing 
their ideal is the thing to be gotten. 

What Constitutes Inhibition. 

Up to this point we have been considering the dif- 
ferent kinds of temperamental appeal regardless of 
those elements which are likely to retard an action 
of the will. Whenever one idea tends to act upon 
another idea so as to check the action about to take 
place we have what is known as inhibition. For in- 
stance, upon reading an advertisement regarding tar 
roofs, I am persuaded that they will meet my present 
needs; but suddenly I remember of once being com- 
pelled to sleep under one in summer and the heat 
which had been retained was unbearable. As a result 
of this new idea, I stop action. 

In advertising, one must be exceedingly careful not 
to suggest such thoughts as will prove inhibitory. To 
suggest qualities of a competitor is immediately 
dividing the attention so that no single idea is left 
for action. Make your advertisement stand out with 
qualities that are each preeminently worthy of imme- 
diate acceptation. If the reader's own knowledge or 
experience is such as to inhibit action, this fact can- 
not be remedied: but do not allow your own manner 
of expression to be of such a nature as immediately to 
suggest it. 



CHAPTER VIII. 
GAINING AND HOLDING THE ATTENTION. 

It is a difficult thing to give an exact definition for 
attention. It is one of those peculiar states of mind 
which every one realizes but which fails of absolute 
expression in a single sentence. The best way to 
think regarding attention is in the terms of non- 
attention. When a thing is not in my mind, it is not 
in attention. The moment a thing begins in any way 
to be a thing in my mind I have passed from a state 
of non-attention to one of attention. Sense impres- 
sions are pouring into our lives every minute, yet the 
number of which I am conscious is very limited. 
Right now my mind is attempting to create a logical 
thought while unconsciously there is the noise from 
the passing street car, the slamming of a door, the 
pressure of my body against the chair, the light from 
the lamp above me. But until I turn thus specifically 
from one to the other, I am not aware of their 
presence as objects ; in other words, I am not paying 
attention to them. 

What is it that makes me suddenly turn from the 
consideration of one thing to another? Or why do I 
pay attention to anything? I pay attention to a thing 
because my sense organs are made to react the moment 
a proper stimulus is presented. So when any sensa- 

110 



GAINING AND HOLDING THE ATTENTION 111 

tion becomes strong enough, I pay attention to it and 
continue to pay attention until my interest is lost and 
some other thing in the universe attracts my atten- 
tion. Those people who have the ability to hold a 
single thing in the mind, and to analyze it in all of its 
parts until every element is known, are said to possess 
concentration. Those whose minds constantly flit 
from one thing to the other without the ability to 
carry out a single idea in spite of incoming impres- 
sions from other senses are said to be scatter-brained. 
Well, in dealing with the masses of the people, they 
are likely to be more nearly scatter-brained than con- 
centrated. And it is because of this state of mind 
that the advertiser must always see that his advertise- 
ment possesses, first, that element which commands 
attention immediately, and secondly, those elements 
which lead on in the further perusal of the advertise- 
ment after the attention has been gained. 

The one receives a sensation of which he is con- 
scious; he begins to associate this sensation with 
past experiences. If these recalled associations are 
pleasing, the chances are that the reader will continue, 
while on the other hand if the unpleasant is recalled 
there will be a tendency to pass over the advertise- 
ment. In turning the pages of any magazine it will 
surprise one to find the great number which are thus 
non-attentively passed over. They seem to lack that 
something which forces the glance of the eye into 
attention. The psychologist has discovered that 
among the colors red is first, green is second, and 
black third. Blue seems to be a very popular color 
and while not forcing itself boldly into our mind does 
make an impression most favorable. In glancing at 



112 ADVERTISING 

the advertising found in street cars you will be sur- 
prised to notice the manipulation of the colors, red, 
green, blue and black, to catch the casual glance of 
the eye. 

Whenever a new thing is to be brought before the 
public, it is through the sensation aroused that one 
hopes to lead the people into a complete knowledge. 
As one advertiser said, "Look at the brute force in 
those headlines; but I must get them to notice the 
name if nothing else." Advertisers, recognizing this 
principle of human nature, will print but part of an 
advertisement and from time to time add other items 
until the space has been properly filled in. They 
depend upon the curiosity of people to watch for the 
changes. The puzzle in its various forms is resorted 
to and so long as the solution of them is made possible 
without too much laborious effort, human nature con- 
tinues to probe. 

In educating the people into an appreciation of a 
new article there are three steps to be taken: First, 
through sensation making known the existence of a 
thing; second, giving the article value to the individ- 
ual reading; third, making possession possible. Every 
advertisement to be successful must be strong enough 
to force the reader both by mechanical and argu- 
mentation through these processes. An advertisement 
which catches the eye for a single second only to lose 
the attention afterward, has lacked certain necessary 
factors. Every advertiser should study most care- 
fully the attention elements of his advertisement. 

Among the many ways of forced attention are 
printing crosswise or upside down, contrast colors, 
the introduction of freakish elements and those 



GAINING AND HOLDING THE ATTENTION 113 

which are regarded as such, and the position of the 
advertisement itself. 

The last suggestion would lead to the discussion of 
the importance of whole-page, half-page, or quarter- 
page advertisements. It is self-evident that a whole 
page must force attention if looked at. A half-page 
advertisement with another advertisement will begin 
a war for attention. If one of them is poor it only 
goes to reinforce the good one. If both the advertise- 
ments happen to be good and equally interesting to 
the reader, they will both be read. So it is that the 
smaller advertisement has fewer chances of being seen 
when compared with the larger ones. When the 
practical factor, money, is taken into consideration, 
it is a problem for the advertiser to solve whether the 
whole-page advertisement will bring in twice as much 
money as the half -page, or the half -page twice as 
much as the quarter-page. Each advertiser in his 
specific line of work must observe the results with 
regard to the different sizes. In glancing through 
the better magazines which advertise the private 
schools of our country, I do not recall one that has 
taken a whole page. Oftener they are exceedingly 
small advertisements, but each one is usually most ex- 
pressive and clear as to the character of the school. 
It would not be sensible to employ whole pages here. 

So the kind of business, the stage of progress in 
which it is, the season of the year, and the character 
of the paper in which it is inserted, should be thor- 
oughly investigated before given for publication. 

The sense of sight is the advertiser's ally. Through 
the eye must be brought a memory picture of the 
various other senses. Let us now consider two factors 



114 ADVERTISING 

of the eye which help us to realize complete mechani- 
cal attention. Our eyes are so made that they re- 
spond to sensation in a regular way. The two factors 
to be considered are orientation and exploitation. 

Orientation and Exploitation. 

Where you look at a given advertisement such that 
your eye repeatedly falls upon a certain point, that is 
said to be the point of orientation. Because it is im- 
possible for any one to look at a single thing for any 
length of time, there is an immediate movement on 
the part of the eye or attention away from this point. 
This moving over the advertisement is said to be ex- 
ploitation. And if the entire advertisement has thus 
been exploited the advertisement is said to be a good 
one from the standpoint of these two elements. 

If our greatest pictures are examined carefully, 
these two laws will be found to be inviolate. It is the 
natural tendency of the eye to slip over everything as 
water down a roof. Just as we put up the eaves-trough 
to stop the water, so the artist has introduced such 
devices as will force the attention within a given area. 
Observe the following two reproductions of famous 
artists on pages 114 and 115 : 

Observe the glance of the eyes upward by the 
cherubs. Unconsciously we follow in their gaze until 
the entire picture has been exploited. As you catch 
sight of the head in the painting entitled "Hounds 
in Leash," the eye sweeps along and downward the 
full length of the body. It is also a natural tenden- 
cy of the eye to sweep from left to right. 

The same idea has been carried on with regard to 
the hands of a clock. Why have not the hands been 



GAINING AND HOLDING THE ATTENTION 



115 



made to go from right to left? It is simply a ques- 
tion of mechanics as to which way they may move. 
You have your answer in your own experience to bear 
you out that it is more natural to look from left to 




right. By way of accuracy, however, it should be 
stated that a certain percentage exploit from right to 
left just as certain people are left handed. 

In the following figures observe the illusions pro- 



116 



ADVERTISING 



duced by the exploitations of the eye. The length of 
the lines is the same yet the mind thinks of them as 
different in length. In the construction of every ad- 
vertisement it is thus possible to force the attention in 
certain directions. This principle of forcing the 
attention should be considered in the making of 
borders. Many are so constructed as to catch the eye 
at a certain point only to introduce index fingers or 
arrows for a continued movement of the eye. See 
No. 1 on page 116. 




Psychology has given us six principles which govern 
attention. The first principle states that the power of 
any object to force itself into our attention depends 
on the absence of counter-attractions. 

If a page of a newspaper or a magazine contained 
but a single advertisement, the chances of its being 
seen would be very high. If the advertisement were 
small and on a page with reading matter, competition 
for attention would begin. Even then the absence of 
any other advertisement would greatly increase its 



GAINING AND HOLDING THE ATTENTION 



117 



chance of being seen. This leads us to the conclusion 
that the whole-page advertisement is sure to be seen. 
Experiments thus far quoted seem to indicate that the 





e 



e- — e 



3 



3 



c 



No. 1. 



half-page is not seen so often as the whole-page; the 
quarter-page is not seen so often as the half -page. 



118 ADVERTISING 

It is a difficult thing to state the value of any ad- 
vertisement proportionately. Many small advertise- 
ments are exceedingly good and would attract at- 
tention because of qualities entirely apart from the 
space value. Another question which the advertiser 
should raise is whether or not the increased expense 
of a whole page over a half page can be justified by 
returns. It is conceivable that a whole page might be 
effective, but that a half page would bring results 
quite as satisfactory ; in other words, that the whole 
page does not always bring results twice as great as a 
half page. In this connection, it is well to consider 
the value of the back cover page of any magazine. It 
is undoubtedly one of the best if not the very best of 
places. AYhen lying upon a table it is in constant 
view. When picked up, the chances of its being seen 
are immediate. Again, the color possibilities give it 
value. 

Just as a single advertisement on a page with no 
competition has its attention value increased, so the 
advertisement itself should avoid competitive elements. 
For instance, No. 2 shows too much sameness of type. 
Altogether it is a black mass with nothing pleasing 
for the eye to rest upon. The writer of this advertise- 
ment was afraid to use white space. The eye simply 
rambles and gets nowhere. The average reader 
hesitates to read such small type and in the second 
place cannot help but grow disgusted with a masked 
effect. AYithin the advertisement itself there are too 
many elements given equal consideration without one 
thing tempting more than another. 

The second principle states that the power of any 



GAINING AND HOLDING THE ATTENTION 119 

object to attract our attention depends on the in- 
tensity of the sensation aroused. 

We find the electric sign manufacturer following 
this principle. He sends his message out into the 
darkness and we must see. Color and striking com- 
binations also force the attention. No. 3 is a strik- 
ing thought combination whose unity of interpreta- 
tion holds the eye. 

The question of type is to be regarded under this 



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No. 2. 



principle. Experiment thus far has shown that the 
attention value increases in almost exact proportion 
to the increase of its size. My own observations have 
been, however, that there is a limit of effectiveness. 
Too large type does not permit of unity in the read- 
ing of the text. Many advertisements in trade 
journals lose an effectiveness because of this too large 
display. In glancing through the pages of the Musi- 




120 



ADVERTISING 



cat Courier, one is particularly impressed with the 
hideous type display. The messages they mean to 
convey are lost to the average reader. If they are 
read it is perhaps because of the previous curious in- 
terest of the reader and not because of forced atten- 
tion. 




Gem/s/ (jig) y Electric 
MAZDA LAMP 



No. 3. 



The third principle states that the attention value 
of an object depends upon the contrast it forms to the 
object presented with it, preceding or following it. 

No. 4 is an excellent example of a contrast not only 
within itself but a contrast to the rest of the page 



GAINING AND HOLDING THE ATTENTION 



121 



upon which it is found. It cannot fail to get the at- 
tention. Contrast here is pleasing, while many con- 
trasts are not so. Those who arrange the advertising 
pages of any paper should be compelled to make the 
proper arrangement of material. Only contrasts that 



,. : '-■ : -- : 




REMINGTON FIRE ARMS SWCEI8I6 

U.MLC, AM^UMmON FQSFORTYYEARS 

■AWARDS 



No. 4. 



mutually strengthen each other should be permitted. 
Nor should one advertisement be strengthened at the 
expense of another. Too much contrast, however, pro- 
duces disgust. An advertisement that attempts to 
produce every conceivable variation and at the same 
time violates the unity of the subject is displeasing. 
None of us admire the advertisement that is run in 



122 ADVERTISING 

upside down, necessitating one standing on his head 
to read. The substitution of black background for 
the ordinary white is quite effective if skilfully 
brought out. Many have miserably failed in creating 
the desired effect, so its use should be quite guarded. 
The fourth principle states that the power which 
any object has to attract our attention depends on the 
ease with which we are able to comprehend it. Those 
who have attempted puzzle-picture advertising 
realize the importance of this principle. If the mass 
are to be counted upon as sure contestants, the solu- 
tion must be very simple. As simple as this: "V.C. 
T.A. are four of eight letters spelling the name of a 
former English Queen. By solving this and six to 
follow the winner will be awarded a handsome piano." 
After a great deal of difficulty the word Victoria 
stands out and the happy student proceeds to send in 
his answer. Well, the masses expect this simplicity. 
Advertisements that contain phrases or illustrations 
not necessary for the selling of the goods are tended 
to scatter the attention. They are making its com- 
prehension as a unit difficult. Remember that to get 
the immediate attention is the object of advertising, 
and that a strange element is destined to lessen the 
effectiveness unless that element contains enough 
curiosity power to compel a lengthened interpretation. 
But here also there must be an immediate association 
between the new element and the rest of the known or 
familiar advertisement. Following this principle, ad- 
vertising should be distinct and easy of comprehen- 
sion; each element should play its part in a greater 
unity. Too crowded advertisements often come as 
violation of this nrinciple. 



CHAPTER IX. 

THE TYPOGRAPHY OF ADVERTISING. 

As you glance through the pages of any magazine, 
heeding particularly the type with regard to size, 
kind, beauty and variety, the wonder is that so many 
details have been passed over. But such is the case. 
It is regarding the classification and general knowl- 
edge of type necessary for the intelligent expression 
of his ideas to the printer that this chapter deals. 
"No man liveth unto himself", was an expression 
which found its way into the minds of men two 
thousand years ago, and the wise man among adver- 
tisers is he who not only has his own knowledge con- 
cerning this subject but who is willing to follow sug- 
gestions from the printer. The printer's business is 
type and it is to his interest as well as yours that the 
best results be obtained. Type founders are other 
people to be consulted, for they issue bulletins of their 
type and it is quite necessary that the advertiser keep 
in touch with the changes of type fashion. 

Good Appearance Necessary. 

Just as one man forms an opinion of another by the 
general impression which he gets from the neatness 
of clothing, the physical carriage, and the spoken 
word, so each advertisement has those elements within 

123 



124 ADVERTISING 

itself which you unconsciously begin to analyze with 
respect to the pleasing effect that has been created or 
to the criticism and rejection of that one which has 
not fitted into your idea of congruity. One of the 
elements which enters into our appreciation of any 
printed matter is the type and its manner of arrange- 
ment. Some advertisements are printed with so fine 
a type and so closely together that a blot might as 
well exist for our attention. Thus a knowledge of 
type is not only a necessary factor for expression but 
also the possessor of those elements which either draw 
or repel us. They are the dress which make us like or 
not like the advertisement. How many times do we 
find people handling books in the library for selec- 
tion only to say, ' k I do not like the looks of this one." 
So consider the dress of your advertisement and with 
the printer attempt to create a combination garb 
which is neither too plain nor too crowded with the 
frills of printing. Typography denned means the 
general make-up and appearance of a piece of adver- 
tising looked at from a printing standpoint. And 
there is to be gotten that typographical appearance 
which almost immediately draws us toward the adver- 
tisement itself and further into the unfolding of the 
thought contained therein. I have in mind a friend's 
book which has proven a failure. The first expres- 
sion made by others is, "How unpleasant in appear- 
ance!" The contents are most pleasing and quite 
to the point of the subject, but its competing vol- 
ume, no better in style of expression and informa- 
tion, yet characterized by universality in type appear- 
ance, continues to lead in sales. 

It is the purpose of the remainder of this chapter 



TYPOGRAPHY OF ADVERTISING 



125 



to define and explain the different elements combined 
jia the subject of typography which will be of practi- 
cal value to the advertiser in considering this particu- 
lar phase of his work. 

If you were to write a book, the writing with the 
photographs, drawings or other articles of which cuts 
were to be made, would be considered your manuscript 
and copy for the printer. In the case of an advertise- 
ment which has a drawn outline marked so that the 
printer may know exactly how to set it up, we have 
what is known as a layout. On this layout are indi- 
cated the exact space, the size of type, position of cuts 
and other information to enable the printer to carry 
out the ideas of the advertiser. See No. 1. 



'*"-&* 



^2- *<V 



r 



+ 1^ 



b* 6 



Send for it to-day: 




CHIEF WILKIE 
United States Secret 

By GEORGE BARTON 
A collection of thrilling stories 
tales include adventures of Trench 
American detectives. Biey range 
to be the father of detectives, and 
Inspector Byrnes of New York; Robert 
of the famous London Yard in Scotland 
Chief of the United States Secret 
Sent Postpaid on Receipt of 

Address GEORGE BARTON, 
865 N. 23rd Street, Philadelphia 
. ,( A book of Unusual interest: graphical 
The Philadelphia Inquirer 



,int Qc-th.cCcr,. 



, t a'*** 



,*r 



*o 



5 >« 



No. 1. 



126 



ADVERTISING 



Composition is the setting up of type and arrang- 
ing it for printing. As soon as arranged an impres- 
sion is made. This is known as a proof and is marked 
for corrections. After correction it is secured and 
arranged in a chase ready for printing, when it is 
known as the "form." The proofreader is one who 
reads this proof for correction. No. 2 is the same ad- 
vertisement which has been marked by him for cor- 
rection. 




Send for it to-day 




chief w ILK IE 
United States Secret Service 



Iventure: 

OF THE 

World's 

Greatest 

Detectives 




By GEORGE BARTON 

A collection of thrilling stories from real 
tales include adveptures of FrencJj^eKgTTsh, Russian and 
American detectives. The^-fange from Vidoeq, reputed 
to be the father of detectives, and include such men as Chief 
Inspector Byrnes of New York; Robert Pinkerton; the head 
of the famous.London Yard in Si-mlanri and John E, Wilkie 



Sent Postpaid on Receipt of 75 Cents. 

Address GEORGE BARTON, 
865. N. 23rd Street, Philadelphia. 

"A Lubk of unusual interest ; graphically written. "— 

The "Philadelphia Inquirer. 






No. 2. 



The next page shows the marks ordinarily used by 
the printer in his correction of proof. No. 3 shows 
the "dirty copy" while No. 4 contains the corrections. 



TYPOGRAPHY OF ADVERTISING 



127 




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TYPOGRAPHY OF ADVERTISING 129 

The first impression that one gets in looking at any 
printed page with regard to the type is the different 
size of the letters. The capitals are larger than the 
small ones while the small letters often vary among 
themselves. The system generally employed by 
American type-setters in measuring or describing 
these letters is known as the "point system." The 
fundamental unit of this system is the point, and with 
printers is considered as about 1-72 of an inch. Now 
accordingly as letters differ in height or points, they 
have appropriate names which are recognized im- 
mediately by those proficient in advertising and print- 
ing. 

Another thing which we observe is that the distance 
between the lines often varies. This is accomplished 
by the insertion between the lines of type of those 
forms termed "leads." A single lead is 2 points 
thick and the composition is said to be leaded. Many 
pages of printed matter are not leaded. Whenever it 
is desired to vary the distance, reference must be 
made to the kinds of lead in terms of points. Thus 
you might say, "Insert a 3 point lead." A lead above 
3 points is called a "slug." If a greater spacing is de- 
sired, what is known as metal furniture is used. 

It is oftentimes desired that words be separated 
from each other by greater or less distances or that 
an indented paragraph have a special indentation. 
This is accomplished by the insertion of quadrats, 
commonly known as "quads." These are defined as 
pieces of type metal of the depth of the body of the 
respective sizes to which they are cast, but lower than 
type so as to leave a blank space on the paper when 
printed. An "en" quadrat is half as thick as its 



130 ADVERTISING 

height; an "em" quadrat is equal in thickness and 
height and being square on its surface is the true 
quadrat. A two "em" quadrat is twice the thickness 
of its height; a three "em" quadrat three times, as 
their names signify. 

The size of the type of course determines the num- 
ber of words to be found on a printed page. But we 
do not estimate the number of words that any given 
page may have by mere guess work or detailed count- 
ing. In estimating the number of words in a composi- 
tion, one square inch is reckoned as containing the fol- 
lowing number of words : 

Set Solid. 

5 point type about 69 words 

6 point type about 47 words 
8 point type about 32 words 

10 point type about 21 w r ords 

11 point type about 17 words 

12 point type about 11 words 

Leaded. 

5 point type about 50 words 

6 point type about 34 words 
8 point type about 23 words 

10 point type about 16 words 

11 point type about 14 words 

12 point type about 9 words 

In the following table are the names of the various 
types with respect to their points as well as the num- 
ber of lines each specific kind has to the running 
vertical inch without leads: — 



TYPOGRAPHY OF ADVERTISING 



131 



3y 2 points 
4% points 

5 points 
5% points 

6 points 

7 points 

8 points 
points 
points 
points 
points 
points 
points 
points 



9 
10 
11 
12 
14 
16 
18 



Brilliant 

Diamond 

Pearl 

Agate 

Nonpareil 

Minion 

Brevier 

Bourgeois 

Long Primer 

Small Pica 

Pica 

English 

Columbian 

Great Primer 



20 
17 
14 
13 
12 
10 
9 



lines to 
lines to 
lines to 
lines to 
lines to 
lines to 
lines to 
8 lines to 
7 lines to 
6!/2 lines to 
6 lines to 
5 lines to 
414 lines to 
4 lines to 



inch 
inch 
inch 
inch 
inch 
inch 
inch 
inch 
inch 
inch 
inch 
inch 
inch 
inch 



The standard width of a newspaper column is 2}4> 
inches or 13 ems pica. The standard width of a 
double column is 4% inches or 26 y 2 ems pica. 

Twelve points are known as a pica. Thus 72 points 
or 6 picas make one inch. This scale might be likened 
to our inch and foot measurement. 12 inches make 1 
foot, so 12 points make a pica, and there being 72 
points in an inch there are thus 6 picas in an inch. 
In making a layout the pica or l /$ of an inch is the 
unit. 

An em in printing is the square of the body of a 
type. An em of a 10 point alphabet is 10-72 inches 
squared. In. all piece work, book and newspaper 
matter, the amount of type used is reckoned in terms 
of ems. One square inch of type contains the follow- 
ing ems : — 



132 ADVERTISING 

6 point type 144 ems 

8 point type 81 ems 

10 point type 52 ems 

11 point type 43 ems 

12 point type 36 ems 

31/2 point or Brilliant, the smallest type, is only 
used on maps and charts. 

41/2 point, or Diamond, is the smallest type ever 
used for book work. Bibles and prayer books are 
often printed in this size. It is sometimes used for 
foot notes. 

5 point, or Pearl, is occasionally used for bibles and 
dictionaries, for foot notes, marginal notes, or refer- 
ences. It is seldom used in job printing. 

5y 2 point, or Agate, is almost universally used for 
the setting up of "Want" and other classified adver- 
tisements in daily newspapers. In such papers all 
advertising space is reckoned on a basis of Agate 
measurement: that is. the number of solid Agate lines 
that can be put in any single column space, irrespec- 
tive of the size of display type contained in the adver- 
tisement. Advertising rates are usually quoted as so 
much "per agate line, 14 lines to the inch." This, 
however, is true only of newspapers that use the old 
system of agate in which 14 lines set solid make one 
inch. According to the modern system of type meas- 
urement, agate is 5% points and 13 lines set solid 
make one inch. Agate type is also used for foot notes 
and for printing that calls for economy in space. 

6 point, or Nonpareil, must have been regarded as a 
marvel of skill, as its name "Unequalled in splendor" 



TYPOGRAPHY OF ADVERTISING • 133 

indicates. This size of type is commonly used for 
setting up "Want" advertisements in weekly papers 
and in country dailies. Most closely printed books 
are also set in it. The job printer also employs it. 
For the advertiser this is perhaps the smallest type to 
be used. Few people will make the effort to read 
smaller type. 

7 point, or Minion, is generally used for the read- 
ing matter of high-class weeklies and some small 
dailies. A few publications measure their advertis- 
ing space on the Minion basis. It is sometimes used 
in job work. If the advertiser wishes to fill a space 
wider than 3 inches with 7 point type, or smaller, it is 
recommended that it be divided into two or more 
columns. Small type is difficult to follow in a wider 
measure. Moreover, they cannot be read for any 
length of time without injury to the eyes. 

8 point, or Brevier, takes its name from the Roman 
Catholic church books. The majority of country 
newspapers set their reading matter in this size of 
type and it is also extensively used in novels and 
cheap literature. Magazines, circulars, and job work 
also employ it. It is one of the standard sizes for text 
matter in newspaper and magazine advertisements. 
This size type should not be used in a measure wider 
than 25 ems. 

9 point, or Bourgeois, is used largely in magazines, 
trade publications and sometimes in job Avork. It is 
also an excellent size for circulars and catalogs, being 
easily readable under all conditions where the width 
is not more than 26 ems. 

10 point, or Long Primer, is one of the most useful 
sizes of type. It is a favorite letter for the text of 



134 ADVERTISING 

books, magazines and catalogs. The descriptive part 
of advertisement also employs it. 

11 point, or Small Pica, is nsecl in legal reports, law 
and standard books. It is also adapted to high-grade 
circulars or catalogs. 

12 point, or Pica, is the largest size of type com- 
monly used in book work. It is an excellent face for 
descriptive matter in large advertising. An adver- 
tisement set entirely in this type is always attractive. 

14 point, or English, received its name because it 
was used by early English printers for their law 
books, acts of Parliament and exclusively English 
works. It is a very good size for the descriptive mat- 
ter of hand bills or catalogs having large pages. 

18 point, or Great Primer, is nsed for the text of 
large folios and in children's books, also hand bills. 

20 point, or Paragon, and all the sizes above this 
are adaptable to every class of job and news display 
advertisements, also posters, hand bills and street car 
cards. Headlines and title pages of books as well as 
display lines of advertisements employ this type. 

The sizes above 20 points, or Paragon, used to be 
known by the multiples of Pica or of the sizes above 
Pica; as, double Pica (meaning 24 point), double 
English (meaning 28 point), double Great Primer 
(meaning 36 point), etc. In printing offices generally, 
however, the old names of type are no longer in use, 
the sizes being spoken of in points only. 

The following specimens of type represent the sev- 
eral common sizes of letters used in newspapers, 
books and advertisements: 



TYPOGRAPHY OF ADVERTISING 135 

This sentence is set in 6 point Cheltenham 

This sentence is set in 8 point Cheltenham 

This sentence is set in 1 point Cheltenham 
This sentence is set in 12 point Cheltenham 

This sentence is set in 1 4 point Cheltenham 

This is set in 1 8 point Cheltenham 

Set in 24 point Cheltenham 

In 30 point Cheltenham 

36 pt. Cheltenham 

48Cheltenham 

60 point 

Cheltenham 



136 ADVERTISING 

In choosing type for advertisements it should be 
kept constantly in mind that advertisements, more 
than any other class of printing, are made to be read, 
and read easily. They should be legible. Fancy type 
should seldom be used. 

The types based on the old style Roman letter are 
the best. Old English, or black letter, when used for 
the body of an advertisement is difficult to read, al- 
though it makes attractive headlines in places where 
it can be used in good size and with plenty of space. 

Italic type is not nearly as legible, size for size, as 
straight Roman type. 

Lower case type, or ''small letters," is more easily 
read than capitals. The body of the advertisement 
should not be set in all capitals, for while each indi- 
vidual letter may be plainer, when set in words, they 
have a similarity that is tiresome to the eye. They 
are excellent for headlines and for emphasizing 
words in the body of the advertisement. 

Words should never be printed in all capitals of 
Old English. 

"It is better to select a printer than to select type." 

The following pages show samples of up-to-date 
type generally used. 



TYPOGRAPHY OF ADVERTISING 137 

BODY TYPE 

10 POINT ANTIQUE 

The beginning of the nineteenth century will be 
forever memorable in the annals of printing as 
a period when there were born a large number of 
improved mechanisms and processes. Lord Stan- 
hope's iron hand press was perfected in 1800, and 
drove out of the market its wooden predecessors, 

10 POINT OLD STYLE 

The beginning of the nineteenth century will be 
forever memorable in the annals of printing as 
a period when there were born a large number of 
improved mechanisms and processes. Lord Stan- 
hope's iron hand press was perfected in 1800, and 
drove out of the market its wooden predecessors, 

8 POINT RONALDSON 

The beginning of the nineteenth century will be forever 
memorable in the annals of printing as being a period when 
there were born a large number of improved mechanisms and 
processes. Lord Stanhope's iron hand press was perfected in 
1800, and drove out of the market its wooden predecessors, 
although as late as 1809 the largest printing office in New 
York City was run with nine wooden hand presses. The 

6 POINT RONALDSON 

The beginning of the nineteenth century will be forever memorable, 
in the annals of printing as being a period when there were born 
a large number of improved mechanisms and processes. Lord Stan- 
hope's iron hand press was perfected in 1800, and drove out of the 
market its wooden predecessors, although as late as 1809 the largest 
printing office in New York City was run with nine wooden hand 



138 - ADVERTISING 

BODY TYPE 

11 POINT MODERN 

The beginning of the nineteenth century will 
be forever memorable in the annals of print- 
ing as being a period when there were born a 
large number of improved mechanisms and 
processes. Lord Stanhope's iron hand press 
was perfected in 1800, and drove out of the 

10 POINT MODERN 

The beginning of the Nineteenth Century will be 
forever memorable in the annals of printing as being 
a period when there were born a large number of 
improved mechanisms and processes. Lord Stan- 
hope's iron hand press was perfected in 1800, and 
drove out of the market its wooden predecessors, 

8 POINT MODERN 

The beginning of the nineteenth century will be forever 
memorable in the annals of printing as being a period when 
there were born a large number of improved mechanisms 
and processes. Lord Stanhope's iron hand press was per- 
fected in 1800, and drove out of the market its wooden pre- 
decessors, although as late ac 1809 the largest printing 

6 POINT MODERN 

The beginning of the nineteenth century will be forever memora- 
ble in the annals of printing as being a period when there were 
born a large number of improved mechanisms and processes. Lord 
Stanhope's iron hand press was perfected in 1800. and drove out 
of the market its wooden predecessors, although as late as 1809 
the largest printing office in New York City was run with nine 



TYPOGRAPHY OF ADVERTISING 139 

DEVINNE 



6 POINT. 

BEAUTIFUL DISPLAY OF ELECTRIC LIGHT WITH MAGNIFICENT 
Spirals and Globes are Gorgeously illuminated. A Line of $ & 1 2 3 

8 POINT. 

THE CREDULOUS MAY BELIEVE YOUR STORY $123 
The bonny buds that blow in bright and cloudy were 

10 POINT. 

FACTS SHOW THAT PRINTING iriPROVED 
The Haughty Youth Will Speak the $12 3 4 5 6 

12 POINT. 

HEADQUARTERS FOR MATERIALS 
Printers and Lithographers $ 1 2 3 4 

18 POINT. 

SUPERIOR PRINTING 2 5 
All material up to date & 

24 POINT. 

THE BEST grocery 1 

36 POINT. 

ADVERtising 

42 POINT. 

UP=TO=date 



140 ADVERTISING 

DEVINNE ITALIC 

6 POINT. 

THE WINTER EVENINGS ARE PASSED AND VISITING THEATRES 
The Generous Youag Man was Highly Rewarded for His Kindness & 

8 POINT. 

ELECTRIC MOTOR CARRIAGE MADE OF ALUMINUM 
Protection Given to the Industrious & £ $ 1234567890 

10 POINT. 

NOT TO EXCEED OVER FIVE HUNDRED MEN 
Noble Deeds are Quickly Observed 123456789 

12 POINT. 

EXAMINATIONS FOR HIGH SCHOOL 
Tested During the Spanish War 1234 

18 POINT. 

IT IS OUT OF QUESTION 
But many people know the 

24 POINT. 

UNIVErsal Business 

30 POINT. 

TAKES the next 

36 POINT. 

DISPLay ads 



TYPOGRAPHY OF ADVERTISING 141 

DEVINNE CONDENSED 

6 POINT. 

NINETY NINE TIMES OUT OF EVERY HUNDRED PEOPLE DON'T KNOW WHAT TO 
When Duncan is asleep, bis two chamberlains will I with wine and wassail so] con 

§ POINT. 

AVAUNT! AND QUIT MY SIGHT! LET EARTH HIDE THEE! THY BO 
This is the sergeant, who, like a good and hearty soldier $123456 

10 POINT. 

AS TWO SPENT SWIMMERS THEY CLING TOGETHER, AN 
That expedition of violent love did outrun the pauser $123 

12 POINT. 

PROCEEDING FROM THE HEAT-OPPRESSED B 
Form as palpable as this which I now 12345 

18 POINT. 

THE REAL OLD MOUNTAIN D 
Then away with your pills, for 

24 POINT. 

POTHEEN From Ireland 

30 POINT. 

DOWN BY a stile 

48 POINT. 

COLUMbian 



142 ADVERTISING 

BEN FRANKLIN CONDENSED 

6 POINT. 

WE ARE PLEASED TO BE AT YOUR SERVICE, PERHAPS YOU $ ® 
Primary election, Republican nominee for 123456789 

8 POINT. 

REQUEST THE HONOR OF YOUR PRESENCE AT THE ® 
Perhaps you need some help in advertising 12 3 4 5 6 

10 POINT. 

YOU AND YOUR FAMILY ARE INVITED TO 
When, in the course of human events, 13345 

12 POINT. 

A ROLLING STONE GATHERS NO MOSS 
Modern type display will bring success 

18 POINT. 

ALL WILL END NICELY $ 
The modern novel $ 1 2 3 4 

24 POINT. 

THE GIRL AND HERO 
Billing and Cooing $24 

30 POINT. 

BASEBALL FAN $ 
Yells Himself 1234 



TYPOGRAPHY OF ADVERTISING 143 

BEN FRANKLIN CONDENSED 

36 POINT. 

FREELY GIVEN 
Casting bread 1 2 



42 POINT. 



WELCOME ! 
Flags Bunting 



48 POINT. 



ENGLAND 

Spanish Mob 



60 POINT. 



BOBolink 



144 ADVERTISING 

BRADLEY 

12 POINT. 

Placed on bargain counter next sale $1234567*90 

18 POINT. 

Sixty horsepower dynamo 12357*90 

24 POINT. 

Repairing of the best 135790 

36 POINT. 

ninety * Six $ 1 2 $ 



POST CONDENSED 

6 POINT. 

NOW IS THE WINTER OF OUR DISCONTENT HADE GLORIOUS AND 
Summer by this sun of York; and all the clouds that lowered and 

8 POINT. 

EITHER THERE IS CIVIL STRIFE IN ENGLAND, OR TH 
Besides, I have not since put up my sword against the 

10 FOIXT. 

THIS MURTHEROUS SHAFT THAT'S SHOT H 
This murtherous shaft that's shot hath not yet 

12 POINT. 

LET US NOT BE DAINTY OF LEAVE-TA 
There's warrant in theft that steals itsel 



TYPOGRAPHY OF ADVERTISING 145 

POST CONDENSED 

14 POINT. 

I CANNOT TELL YOU WHAT OTH 
I was born free as Caesar; so were y 

18 POINT. 

THE HOUSE WAS PACKED 
The joKes were fine, and not 

24 POINT. 

WE'LL BRING HIM T 
I do not know the man 

30 POINT. 

FOR MY BROTHER 
And that is no lie 

36 POINT. 

NOW HE MAY 

For that would 



146 ADVERTISING 

POST OLD STYLE 

6 POINT. 

CONTINUAL PHYSICAL EXERCISE OF THE 
Rich Copper Mines have been $12 3456 

8 POINT. 

THREE PRINCIPAL MINING STATES 
Procuring valuable gems for $1 2 3 4 5 

10 POINT. 

PROSPECTORS IN KLONDIKE 
Pearls Gold Garnet $ 12345678 

12 POINT. 

AUSTRALIA ©, TASMANIA 
United States Custom 12345 

14 POINT. 

FOREIGN ARTICLES OF 
High tariff on several 26 

18 POINT. 

BRAZILIAN GOODS 

Seldom fail to $ 1234 

24 POINT. 

SOUTH AFRICA 
Expensive for 24 



TYPOGRAPHY OF ADVERTISING 147 

POST OLD STYLE 



30 POINT. 



AMERICA IS! 
Practiced $ 12 



36 POINT. 



INVESTED 
Procure $69 



48 POINT. 



COPPER 

Mines $12 



54 POINT. 



VIVE la 



148 ADVERTISING 

POST OLD STYLE 

60 POINT. 

UNITE 

there 12 



60 POINT. 



WAit 



72 POINT. 



ERa 



TYPOGRAPHY OF ADVERTISING 149 

WINCHELL CONDENSED 



8 POINT. 



LATEST JUVENILE TOYS UNITE SCIENCE WITH PLEASURE AND 
This is what might be considered a marvel, notwith $1234567890 

10 POINT. 

MAGNIFICENT BUILDINGS ARE BEING ERECTED IN ALL 
Perils of the Arctic trail told by an explorer $12345678 

12 POINT. 

STRIVING EARNESTLY TO REGAIN HIS FORTUNE 
Great schemes receive liberal public $123456789 

18 POINT. 

IN ADDITION LARGE SUMS WERE 
paid depositors. Every dollar $123 

24 POINT. 

THE SENTINEL ON GUARD 
Many things in the lin $1234 

30 POINT. 

CASHIER Skipped $1357 

36 POINT. 

SINCE THE Rich $12 



150 ADVERTISING 

WINCHELL 

6 POINT. 

THIS MEANS MUCH TO THOSE WHO WANT THE BEST 
Latest faces of type can always be found 12 3 4 5 6 7 

8 POINT. 

YOU APPRECIATE THE RESULTS OBTAINED & 
It takes enormous sums of money $123456789 

10 POINT. 

UP-TO-DATE TYPES AND MATERIALS $ 
Quality is better than quantity 12345 

12 POINT. 

YOUR BENEFIT AS WELL AS OURS 
You will find both here 12 3 4 5 6 

14 POINT. 

THE KIND OF WORK WE ARE 
Appreciate the results 12 3 4 5 

18 POINT. 

THE OPTIMISTIC SMILE 
Will come to you 12 3 4 

24 POINT. 

THIS SOLID TRUTH 
Bookbinding $ 1 2 3 



TYPOGRAPHY OF ADVERTISING 151 

WINCHELL 



30 POINT. 



STILL FOR THE 

LOOK for them $ 



36 POINT. 



STATIONERS 

Plan upward 



PABST OLD STYLE 

6 POINT. 

AT THE PRESENT TIME. THE EVERY-DAY WORK OF THIS $ 

Never before has such beautiful engraving been done as is being turned out 12345 

8 POINT. 

WHEN ANY ATTEMPT IS MADE NOW-A-DAYS $ & 

Modern Printing excels the choicest products of a few $83406 
10 POINT. 

NOTHING SHORT OF MARVELOUS $ & 

To produce something extra fine the results 12 3 4 5 6 
12 POINT. 

GREATLY IMPROVED OVER THOSE 

Truer conception of the artistic. $1234567 



.152 ADVERTISING 

PABST OLD STYLE 

18 POINT. 

UP-TO-DATE FACES OF 1 

Type, Borders, Rules, 12 3 4 

24 POINT. 

ENGRAVERS FOR 

Choicest products 12 3 

30 POINT. 

TO SHOW THE | 

Serve admirably 56 

36 POINT. 

ENGRAVER 

Advertising $12 



48 POINT. 



TRIUmph 



TYPOGRAPHY OF ADVERTISING 153 

CHELTENHAM 



6 POINT. 



WE RECOMMEND THE STUDY OF ART WORK TO INCREASE 
IN Printing it will be found that Presswork Deserves $& I 2 3 4 5 6 7 89 <I 



8 POINT. 

KINDLY PRESERVE OUR NEW BOOK. IT MAY $ & £ CE 
q The Best of all that is Good in Type Insurance 123456789 

10 POINT. 

MAN GOES THROUGH FILE HANDCUFFED 
Taking small Consolation in knowing that $ 1 2 3 4 5 7 

12 POINT. 

EVERYTHING BUT THEMSELVES $ & 
1§ Countless numbers of people I 2 3 4 5 6 7 

14 POINT. 

TO GET ALL YOUR BUSINESS $ 
The only successful way $ 1 2 3 4 5 6 

18 POINT. 

EMPLOYS EXPERIENCED 

Engraving done for $123456789 

24 POINT. 

THESE UP-TO-DATE 

Men who know $ & 2 3 



154 ADVERTISING 

CHELTENHAM 

30 POINT. 



GEOGRAPHICAL 

knowledge has $1234 



36 POINT. 



IS SUFFICIENT 

Book and $ 1 2345 



48 POINT. 



BUSINESS $ 

To improve 2 1 



60 POINT. 



RIVer styx 



TYPOGRAPHY OF ADVERTISING 155 

CHELTENHAM BOLD 



6 POINT. 



IN THIS BOOK AS THEY WILL BE FOUND WORTHY OF 
We beg leave to direct attention to our catalogue $12345678 



8 POINT. 

ADVERTISE YOUR TRADE. LET US PRINT IT AND 
It takes time, brains and spot cash to get $1234567 

10 POINT. 

GOOD RESULTS, WHY? BECAUSE IT WAS 
See for yourself if it does well & $ 1 2 3 4 5 

12 POINT. 

WE ARE NOT AFRAID OF WORK $96 
Done in a modern and up-to-date Bindery 

14 POINT. 

TO FIND IN GOOD CONDITION 
even if we have to use small orders 

18 POINT. 

ONE REQUIRES MORE OF 
Large Orders on hand $156 

24 POINT. 

DELIVERY IN SHORT 
Please callat our $124 



156 ADVERTISING 

CHELTENHAM BOLD 

30 POINT. 

PRINTING IS THE 

place of business 2 

36 POINT. 

WANTED BY$ 

Engravers 1245 

CHELTENHAM BOLD ITALIC 

6 POINT. 

OLD RELIABLE FAIRY STORIES FOR SALE IN THIS $ 
If all advertisers believe in inside Directory Advertising 12345 

8 POINT. 

SWELL ADVERTISING FOR THE ORDINARY & 
We have a complete assortment of goods 12 3 4 5 6 7 8 

10 POINT. 

THE COMMERCIAL TELEGRAPH CO. 
We have long chapters of accidents 1234 

12 POINT. 

BUT FOR BREACH OF PROMISE 
Gentlemen, a verdict is required 12 3 4 



TYPOGRAPHY OF ADVERTISING 157 

CHELTENHAM BOLD ITALIC 

14 POINT. 

GETTING INFERIOR WORK 
Many dollars have been lost 123 

18 POINT. 

TO MODERN IDEAS $ 
These same articles $12 8 

24 POINT. 

AND AVOID THE 
Wall Street Market 

30 POINT. 

GOOD REASON 

New Type Faces 

36 POINT. 

YEARS AGO 

The Honor of 



158 ADVERTISING 

JENSON OLD STYLE 

8 POINT. 

MADAM, YOU NEED NEVER DUST AGAIN UNLESS 
Madam, you need never dust again unless you want to get that 

10 POINT. 

THE USES OF IVORY SOAP ARE REALLY 
The uses of ivory soap are really considered quite a 

12 POINT. 

BUY FURS OF "SHAYNE", AND YOU 
Buy furs of "Shayne", and you will get your 

18 POINT. 

BRENLIN IS FALSE ECON 

Brenlin is false economy t and the 

24 POINT. 

CONNECTED BY THE 

Connected by the wire of 

30 POINT. 

YOU CAN buy that 

48 POINT. 

FR A Elbertus 



TYPOGRAPHY OF ADVERTISING 159 

JENSON OLD STYLE ITALIC 

8 POINT. 

" THE HEART OF THE HOME IS THE REFRIGERATOR " 
" The heart of the home is the refrigerator. " Don't you see 

10 POINT. 

LIKE SOME STALWART GIANT OF THE FO 
Like some stalwart son of the forest, %>hich for a cent 

12 POINT. 

YOU CAN BUY THE "OLIVER" Al 
You can buy the "Oliver" at much less than 

18 POINT. 

AFTER DINNER MINT IS 
After dinner mint is considered a 

24 POINT. 

LEST YOU FORGET 
Lest you forget, I would 

30 POINT. 

PERRINS sauce, the 

36 POINT. 

FOR Wide awake 



160 ADVERTISING 

HEAVY JENSON 

12 POINT. 

HAVE YOU GOT A GOOD FIGURE? 
Have yoti got a good figure ? If yoa have 

18 POINT. 

A FAILURE AT FIFTY 
A failure at fifty is considered 

24 POINT. 

ARE YOU WELL? 
Ate yo« well? If not 

30 POINT. 

IT IS SO EASY 

To claim too much 

36 POINT. 

ANY Cheaper 

48 POINT. 

SAFE and 



TYPOGRAPHY OF ADVERTISING 161 

CASLON OLD STYLE 

8 POINT. 

THE HEART OF THE HOME IS THE REFRIGERATOR "FR 

The heart of the home is the refrigerator "Frost King" has more than 

10 POINT. 

THE GIFT THAT GIVES MOST EASTER JOY IS 

The gift that gives most Easter joy is Fussy Package. For 

12 POINT. 

DO YOU WANT "HEART SONGS" ON 
Do you want "Heart Songs" on your piano the 

14 POINT. 

BUY A FLORIDA FARM IN THE 
Buy a Florida farm in the beautiful 

18 POINT. 

BEAUTIFUL VALLEY OF 

Valley of the Suwanee River 

20 POINT. 

SIMPLICITY-ACCESS 

Simplicity — Accessibility — 

24 POINT. 

READY- AIM -FIRE 

It shivered the windo 



162 ADVERTISING 

CASLON OLD STYLE 

30 POINT. 

"MY POLICIES" 

Simplified spellin 

36 POINT. 

FINE-FORM! 
A necessity to 

NEW CASLON 

t 

6 POINT. 

LIKE SOME STALWART GIANT IN THE FOREST WHICH 
For a century has withstood the violence of the elements, the Ha 

8 POINT. 

NATURE' S ROYAL ROAD TO HEALTH: PRESTO! 
If a particular article is associated with a universal ex 

10 POINT. 

YOU CAN BUY THE OLIVER TYPEWRIT 
Bry wear is good wear! Make us prove it! 

12 POINT. 

IN THE LAND OF FORTUNE WE 

Gut glass-the gift that never fails of a welco 



TYPOGRAPHY OF ADVERTISING 163 

NEW CASLON 

14 POINT. 

HE WON'T BE HAPPY TILL I 
An up-to-date line for wide awak 

18 POINT. 

SPECIAL EXTRA! FOR 
Vacation time is still here 

24 POINT. 

AFTER DINNER M 

Thoroughly reliable! 

30 POINT. 

HER ANSWER 

Lea & Perrins is 

36 POINT. 

U-ALL-NO A 

Favorite song 



164 ADVERTISING 

CASLON OLD STYLE ITALIC 

10 POINT. 

BARGAIN SALE OF SILK DRESS GOODS 
Home Comforts Abolished and Meals Taken Out $1234 

12 POINT. 

ECONOMICAL STATE CAMPAIGN 

We are Retiring from Business & y $ 1 2 345 

18 POINT. 

HOMEWARD JOURNEY 

Good Newspaper Reports $123 

20 POINT. 

FOREIGN WATERS 

Soldiers are Coming Home 

24 point. 

A BATTLE FIELD 

Seashore Am actions & 

30 POINT. 

READ A Design 

36 POINT. 

LEAF for the 



TYPOGRAPHY OF ADVERTISING 165 

ENGRAVERS BOLD 

6 POINT. 

BEST SERVICE THAT CAN BE OBTAINED IN THE CITY IS FOUND 91334569788 

6 POINT. 

YOU PROBABLY KNOW ITS GOOD POINTS, & IF NOT 1 234507890 

6 POINT. 

NINETY NINE TIMES OUT OF $ & 123456789 

6 POINT. 

NINETY NINE OUT OF EVERY I&13345 

12 POINT. 

NINETY SEVEN TIMES $1234566 

12 POINT. 

NINETY NINE TIMES $123 

12 POINT. 

NINETY TIMES $123 

18 POINT. 

NINETY NINE $12 

18 POINT. 

NINETY NINE 1 

24 POINT. 

NINETY $ 1 



16S ADVERTISING 

BLAIR 

6 POINT. 

GIVE THEM A FAIR TRIAL AND IF NOT SATISFIED 1234678 

6 POINT. 

AND DO IT IN A SAFE AND SPEEDY WAY 2357890 

6 POINT. 

MAKE A TANDEM THAT SIMPLY DE 2346880 

12 POINT. 

NEWS ITEMS AND REPORTS IN 34790 

12 POINT. 

FOR SALE AT ALL STANDS 1256 

12 POINT. 

RAIN IN THE WEST 456 

TIFFANY GOTHIC 

6 POINT. 

SATISFACTION GUARANTEED LADIES' TAILOR MADE SUITS $1234567890 

6 POINT. 

JOB LOTS AND BROKEN LINES WILL BE CLOSED 123456780 

6 POINT. 

MACHINERY SHIPPED TO ALL PARTS TO 12367890 

12 POINT. 

WHY DEXTER LEFT HOME QUICKLY 1235790 
12 POINT. 

WE HOPE TO HAVE YOU JOIN124680 

12 POINT. 

QUIET GAME FOR TWO 573-9 



TYPOGRAPHY OF ADVERTISING 167 

OLD ENGLISH TEXT 

6 POINT. 

mm ©ho Saih Moat About iHaneg llnbe <Zi\e £«wt U5f 3t S12.345B7B3Q 

8 POINT. 

(grrat Sanaa 3ta UroktrB ®y irrlintng £tarfca Jn Stft 2345BrB9 

10 POINT. 

%,xitv$xab% UnmUb $0 Atfetta A lattnurt 445Hra90 

12 POINT. 

A £t?txmtv Skabfis ®Ije per JSjmtrltf 1357330 

14 POINT. 

QHpr** ijtm&rrii morning fapera 124HB0 

18 POINT. 

5tye tet Nwfctj ®«f0 Ju 35730 

24 POINT. 

f 0m djtatetlg ®f?nj 135T 

30 POINT. 

&wm0 Ks M W 240 

36 POINT. 

No (§m Um 135 



168 ADVERTISING 

WASHINGTON TEXT 

6 POINT. 

~Ja\\ I3o Resemble Cljosft Kstb ^aars ^30 "During Z3^e 3\elgn 1234567890 

8 POINT. 

"providing Tor 73lje ~3>l*crimtitatlit3 73ravcUr 73^ 3&esM234567S 

10 POINT. 

Tierce Slain Storm ~3>estroY*& I3l)ou 123456 7S90 

12 POINT. 

l£itexcelU6 »y Others Tor Uts t2367S90 

18 POINT. 

~P resorptions Our Sf>e537420 

24 POINT. 

Vokoljama, Dapait 13570 

30 POINT. 

ICncUZ? Oscar 1345 

36 POINT. 

3ust before 4 70 

48 POINT. 

Anxious 8 9 



TYPOGRAPHY OF ADVERTISING 169 

CLOISTER BLACK 

10 POINT. 

^tefcmng GTfje Jfflarbelou* Wovks <&i JSature 135790 

12 POINT. 

;$te££age£ Carefullp €rangmitte& $24680 

14 POINT. 

©tDfns to ttye CjctenHeD Mature of ii)i$ 

18 POINT. 

latest 9lnti JHost g>tple 4680 

24 POINT. 

a ©ueer 3bea Jfor 1360 
Itoo $atte of peer anb 

30 POINT. 

Mtfjout mtp Cfjange 
l^orfemgmante ®eal 

36 POINT. 

#mas; Comes; 790 
^restoent'* Joti 



170 ADVERTISING 

POST MONOTONE 

6 POINT. 

CARRIES US BACK ABOUT A THOUSAND YEARS TO 

No state in. the Soutln can boast of such a$1234567890 

6 POINT. 

GLASS BLOWERS OF MODERN TIMES SHOW MA 
Every year we maKe a special effort t $1234567890 

8 POINT. 

ALL SKILLED TRADESPEOPLE, SIOUX INDI 
Granite affording protection again $ 1356 7890 

10 POINT. 

EXTENDING FROM THE FORT TO 
One of the best attractions $235790 

12 POINT. 

WILL BE WORST QUICKSAND IN 
Rehearsal of a dramatic $1567890 

14 POINT. 

A BEAUTIFUL ORNAMENT 
Examined with equal $3956 

18 POINT. 

DESIRE OF WILD LIFE 
Sequel of a play 2345 



TYPOGRAPHY OF ADVERTISING 171 

HOWLAND 



8 POINT. 



WHILE THE AUDIENCE LISTENED TO THE CONTINUOUS 
Satisfying the curiosity of thousands of people $1234567890 

10 POINT. 

THE PINE FORESTS OF NORTHERN MICHIGAN ARE 
Employing busy brains and active muscles $1534560 

12 POINT. 

AN AGED VETERAN OF THE CIVIL WAR 
Suburban homes that once stood $12345 

18 POINT. 

GENUINE DISPLAY OF WONDERFUL 
Misses escape from a boarding $12345 

24 POINT. 

DEVELOPING THE CHILD 

Are struggling again $123 

30 POINT. 

HUNTING Harvest time 

36 POINT. 

ZINC & CODDCr 1 33 



172 ADVERTISING 

BOOKMAN 

6 POINT. 

PLUCKY POLICEMAN BEAT THIEVES IN AN AWFUL BATTLE 
The local officials issued a statement last night in favor of the shops 

8 POINT. 

PROSPERITY WILL BE AT OUR DOOR 4 YEARS MORE 
If such is the case there will be^ wheels running night and day 

10 POINT. 

CONTRIBUTIONS TO THE CAMPAIGN FUND 
The downfall of liquor means the rise of man 

12 POINT. 

WEIGHT IS TAKEN OF ALL METAL 
Various kinds of metal are used in molding 

14 POINT. 

DRIFTED OUT WITH THE TIDE 
Alone on a raft, and not a sail in sight 

18 POINT. 

FACTORIES REOPENING 
Race tracks have temporary 

20 POINT. 

STARS AND STRIPES 

For our country's flag 



TYPOGRAPHY OF ADVERTISING 173 

BOOKMAN 



24 POINT. 



IF YOU FAIL TO 

Succeed try again 
In the bright lexicon 



30 POINT. 



WHO'S TO WIN 
Yale or Harvard 
Football contest at 



36 POINT. 



NEW BRIDE 
Coming Home 
Onthe morrow 



174 ADVERTISING 

LIGHT GOTHIC 

6 POINT. 

VERY EASILY REACHED BY RAILROAD, SUBWAY OR TROLLEYS THAT PASS THE PROPERTY 123456788 

6 POINT. 

ENTERTAINING THE OLYMPIC ATHLETES AT THE PRESIDENT'S HOME 
A Heavy Rain has Fallen over many Northern Cities &£$ 1234567890 

8 POINT. 

MATRIMONIAL VOWS AND ADVENT OF THE FIRST-BORN 
Our Brightest Hopes are the Most Fleeting $ 1234567890 

10 POINT. 

HARVESTING THROUGH THE STATES 
Then this Poor Man Began to Think 1234 

14 POINT. 

FALL AND WINTER STYLES 
Secure the Better Class of Work 

20 POINT. 

PRIMARY ELECTION 
Labor Saving Material 

30 POINT. 

SUMMER PAST 
The Main Feature 

36 POINT. 

THISIStheday 



TYPOGRAPHY OF ADVERTISING 175 

MEDIUM GOTHIC 

6 POINT. 

CHARITABLE LADIES ARE DISTRIBUTING OLD CLOTHING 
Managing and Directing are of Special Concern $1234567890 

8 POINT. 

KNOWING THAT THE HUMAN HAND HAS DONE 
Election Returns Read from the Stage & £$ 12345 

10 POINT. 

FORTUNES BY HONEST GAINS IN TRADE 
Educated and Skillfully Employed $ 1 2 3 4 5 

12 POINT. 

BEAUTIFUL AMERICAN TEMPLES 
Contest of Noted Strong Men $123 

18 POINT. 

DEMAND SATISFACTION 
Over the Garden Wall 1 2 3 

24 POINT. 

HONEST AND TRUE 
Keep to the Right Side 

30 POINT. 

COIN Makes big 

36 POINT. 

FOLKS Have 



176 ADVERTISING 

STANDARD GOTHIC 

6 POINT. 

INTERNATIONAL CONGRESS ON FUTURE WARFARES OF THE 
Calculations made by illustrious Astronomers &$ 1 2345678 

8 POINT. 

CHILDREN ADMITTED TO AFTERNOON SCHOOLS 
A Beautiful Flower Garden &$ 1234567890 

10 POINT. 

SEVERAL EXPERIENCED TRADESMEN 
The Independent Farmer & $ 12 3 4 5 

12 POINT. 

ARTISTIC PRODUCTIONS FOR THE 
Captains of Industry & $ 1 2 3 4 5 

18 POINT. 

COMPETITION of trade 

24 POINT. 

GREAT INTEREST 
Coupon Cutting $1 

30 POINT. 

REASONS Talk 

36 POINT. 

A BIG Store 



TYPOGRAPHY OF ADVERTISING 177 

SLOPE GOTHIC 



8 POINT. 



CAPTAIN PEARY'S NORTH POLE EXPEDITION 
They were stranded many miles front home 

10 POINT. 

COLUMBUS DISCOVERED AMERICA 14 
With the help of the Queen of Spain 

18 POINT. 

OF MANY UP-TO-DATE 
Opera singers arriving 

24 POINT. 

ELECTRICITY NOW 
Is only in its infancy 

30 POINT. 

TO PRINT FINE 
Success sure 

36 POINT. 

MISTAKES 
Book work 



178 ADVERTISING 

GOTHIC MEDIUM CONDENSED 

8 POINT. 

IF YOUR BUSINESS IS ENLARGING TOO SPEEDILY FOR YOUR CAPITAL AND 
You have a favorable opportunity of developing it, this firm $12 3 4 5 6 

10 POINT. 

CAN SUPPLY AN INVESTOR. NO DIFFERENCE WHERE & 
You are located. Let me know the size 123456789 

12 POINT. 

OF THE PLANT, THE AMOUNT OF BUSINESS YOU $ 
Do, and the possibility of extending your 12 3 4 6 6 

18 POINT. 

ONE OF THE NEW UP-TO-DATE STORES 
Lend your Cash and Lose your Friend $ 

24 POINT. 

THE ARRIVAL OF THE GUESTS 
It is very nice to know a thing 

30 POINT. 

RAISED Every Morning 

36 POINT. 

AUTOMOBILE Raiders 



TYPOGRAPHY OF ADVERTISING 179 

GOTHIC CONDENSED 

6 POINT. 

A SPECIAL PERFORMANCE TO BE GIVEN FOR THE BENEFIT OF THE WORTHY INSTITUTION 
To the True Lover of Nature, no Out-door Days are ever Melancholy & $ 1234567890 

8 POINT. 

A MOST DELIGHTFUL SAIL UP THE PICTURESQUE HUDSON RIVER TO ALBANY 

All Interested in Suburban Property should not Fail to take Immediate Advantage 

10 POINT. 

HANDSOME ENGRAVINGS DRAWN BY SOME OF THE LEADING ARTISTS 
The Man who Overlooks the Small Things is Seldom Hired $123456789 

12 POINT. 

START THE DAY RIGHT AND THINGS WILL GO ON SMOOTHLY 
The Management Requests the Audience to Kindly Remain Seated 

18 POINT. 

HEROIC SACRIFICES MADE BY A YOUNG WOMAN 
Careful Habits and Good Intention $12345678 

24 POINT. 

WEIGHT AND PURITY GUARANTEED 

Large Oaks from little Acorns Grow 

30 POINT. 

MEET AT THE Beautiful Scene 

36 POINT. 

WE HAVE A Great Variety 



180 



ADVERTISING 



INITIALS 




TYPOGRAPHY OF ADVERTISING 



181 



INITIALS 






182 



ADVERTISING 



INITIALS 









TYPOGRAPHY OF ADVERTISING 



183 



INITIALS 



A 


(a) 


c 

^2 




D 




E 











^x^bdntokaa^ 






184 



ADVERTISING 



INITIALS 




TYPOGRAPHY OF ADVERTISING 



185 



INITIALS 








raj 





CHAPTER X. 

THE ILLUSTRATION. 

Reading matter may be interesting in itself, but if 
it be properly illustrated there is an immediate addi- 
tional interest in the text. We like those books better 
which contain illustrations. A picture conveys a 
score of impressions at first glance. Somehow we 
seem to get an association of things that simple 
printed matter will not give. The moving picture 
shows of our decade indicate the popularity of those 
things which appeal to the sense of sight. Why is it 
that people do not come together to listen to the 
records of a Victor talking machine? Because, the 
greatest sense of enjoyment for the masses seems to 
come through sight first, and the other senses after- 
ward. The sense of sight usually by means of sug- 
gestion combines one or more of the senses, which is 
not so true of the others. Consequently an illustra- 
tion is one of the most effective ways of drawing the 
attention. If you could have lived in London three 
hundred years ago it would have been possible to see 
each tradesman with his symbol before the shop door. 
The symbol was more effective than printing. But 
just as his symbol was such as to bring about an im- 
mediate association with his goods, an illustrated ad- 
vertisement must be such as to reinforce the other 

186 



THE ILLUSTRATION 187 

elements. The illustration should be such as to find 
its fullest interpretation in the printed matter. Not 
that there is to be a repetition of thought, but that 
each explains the other so as to produce a feeling of 
unity when both have been scanned. 

The Best Illustrations. 

The advertiser should constantly be on the watch 
for good photographs that might be used to give indi- 
viduality to his work. Try to choose subjects Avhich 
are universal in expressions of human interest. When 
we look upon the Gibson pictures or the Fisher pic- 
tures, there is something in them that reminds us of 
dozens of people whom we know. They are never 
just like one person, but many. And we all think the 
same thing. So search for a happy and universal 
combination of illustration and text and have each be 
a revelation of the other. The idea that the head of 
a beautiful maiden can be made to fit into the text 
of any advertisement is false. Yet some advertise- 
ments do set about the process until we have what 
might be called an advertisement monstrosity. 

With regard to speech Hamlet says, "Suit the 
action to the word, word to the action, with this 
special observance, that you o'erstep not the modesty 
of nature." In advertising we are to suit the illus- 
tration to the text and the text to the illustration, else 
we may drag the reader into confusion. 

Having clearly in mind the advantage of illustra- 
tions, the need of those possessing originality as well 
as universal interest, and the union of text and illus- 
tration to produce the best impression, let us consider / 



188 



ADVERTISING 



the making and the kinds of cuts used by the adver- 
tiser. 

In newspapers and magazines there are three kinds 
of processes which result in an illustration, namely, 
the zinc etching, the half-tone, and the wood cut. 

The Kinds op Illustrations. 

The zinc etching is a reproduction of any drawing 
or print which originally consisted of lines or dots as 




fa ,-.!..■ frr^S&Br* 4 ^ 



No. 1. 



found in pen, crayon or charcoal drawings. The copy 
is placed before a camera and a negative obtained. 
This negative is then printed upon a zinc plate. The 
zinc between the photographed lines is removed by 
the use of acids until in this etching bath the proper 
printing depth has been obtained. Many thousand 
impressions may be made from this zinc etching but 
if the illustration is to be used for a long time an 



THE ILLUSTRATION 189 

electrotype should be made from it. No. 1 is a simple 
pen drawing consisting of black and white lines from 
which a most excellent zinc etching can be made. 

To make an electrotype, an impression of the illus- 
tration is taken in wax and suspended with a plate of 
copper in an acidulated solution of copper sulphate. 
An electric current is then turned on and the wax- 
ened impression begins to be plated. When of suffi- 
cient thickness, the wax is removed from the new 
plate, and after mechanical adjustment the new im- 
pression or electrotype is ready for the printing press. 
This same process is carried out in the reproduction 
of half-tones. 

Half-tone engravings are taken from either the ob- 
ject itself, photographs, wash drawings, water color 
printings, pastels, oil paintings, photogravures, 
lithographs, or steel engravings. The first step in the 
half-tone process is the photographing of the object 
of illustration through a screen interposed between 
the copy and a sensitized plate in the camera. The 
result is a negative consisting of lines and dots. The 
negative is printed on a copper plate and goes through 
the etching process above described. Afterward, all 
the defects are taken out and the half-tone engraving 
is prepared for mounting. Cuts on pages 190-193 
will reveal different screen processes, as w T ell as the 
different effects to be created by each. 

Nearly all photographs for engraving need retouch- 
ing. Distinctness of outline is the desirable char- 
acteristic. A half-tone taken from a half-tone is 
seldom satisfactory, while anything having colors 
should always first be photographed. The quality of 
paper upon which the half-tone is to be printed de- 



190 



ADVERTISING 




65 Screen. 




85 Screen. 

Plates made by Consolidated Engraving Co., N. Y 



THE ILLUSTRATION 



191 



lllil 


11111 


■llllite- 


||i 


'•■'*" ■ V 




\ ■ . '■ " ■' ■ 


IliiP 




&SSM55V y< . ,■ 





100 Screen. 




120 Screen. 

Plates made by Consolidated Engraving Co., /V. Y, 



192 



ADVERTISING 




133 Screen. 




150 Screen. 

Plates made by Consolidated Engraving Co., N. Y. 



THE ILLUSTRATION 



193 




175 Screen. 




200 Screen. 

Plates made by Consolidated Engraving Co., N. Y, 






194 ADVERTISING 

cides what screen is to be used. For newspaper work 
a screen 50, 60, or of 75 lines will give the best re- 
sults ; for books or catalog work, a screen of 100 or 120 
lines; for the ordinary magazines, 110 to 120 line 
screens; for book work, a screen of 133, 150, or 175 
lines; for highly enameled paper, a screen of 133 or 
150 lines. An electrotype may be made of a half-tone 
and should be employed when many reproductions of 
the cut are desired. 

The ivood cut was the original method of reproduc- 
ing drawing. This is obtained cither from a drawing 
or a photograph. Either, however, should be abso- 
lutely correct in detail as this process brings about an 
illustration that is clear and distinct above the others. 
It is this necessity for care and skill on the part of 
the engraver which makes wood engraving more ex- 
pensive than the others. Because of the sharpness of 
outline, this process seems to be the best for mechan- 
ical subjects and illustrations which are to be used 
extensively. The wood cut itself, however, is merely 
to serve as a pattern for an electrotype. 

In considering the illustration, an accommodating 
camera will handle any drawing of reasonable dimen- 
sion. It is much easier to reduce the size of the draw- 
ing than to enlarge it. In the latter instance a new 
drawing of the required size is advised. For an 
enlarged drawing the defects become magnified, and 
the results are often unsatisfactory. In either 
event, if other than proportionate changes are desired, 
illustrations must be redrawn. 

If it is desired to combine different parts of illustra- 
tions so as to carry out some conception of the adver- 



THE ILLUSTRATION 195 

tiser, the following suggestion is made by Fowler in 
his "Building Business": — 

"Lay a piece of blue carbon paper, face downward, 
on some white bristol board; fasten all three in posi- 
tion on a drawing board with thumb tacks. Next, trace 
with a sharp point all the principal lines of the figure, 
being careful to follow them exactly, and only tracing 
such lines as bind the important details of the design 
or illustration. 

"When the clipping and carbon paper are removed, 
a tracing will be found on the bristol board that will 
give all the principal lines of the figure. These should 
be inked over with Higgins' black waterproof drawing 
ink, care being taken to make the lines as smooth as 
possible. 

"If this tracing is carefully made, any engraver 
can make a good line cut of it. It is always desirable 
that the cut be smaller than the drawing, so as to per- 
mit considerable reduction in size as such reduction 
obliterates much of the roughness in the lines and the 
poor workmanship that is common with amateur 
draftsmen, or with people who have little artistic 
ability. 

"A little practice and observation is required to 
enable the advertiser to make smooth lines, and also 
to acquire judgment as to what lines in a half-tone 
should be reproduced in a newspaper cut. 

"No one has the right to use a copyrighted picture, 
however, unless he changes its identity." 

The newspapers have a process for duplicating 
their forms known as stereotyping. If you are an ad- 
vertiser and wish to insert the same advertisement in 
several papers, by sending a copy to one newspaper 
and asking for a number of stereotypes it is possible 
thus to duplicate your advertisement for the other 



196 ADVERTISING 

newspapers. This, of course, saves them time in the 
resetting. As all newspapers do this, it is reciproca- 
tive courtesy. 

Stereotypes are made by beating a moistened paper 
pulp substance against the form into which the type 
of the paper has been put until this substance contains 
an exact reproduction of the surface desired. This 
pulp with its impression is then heated, dried and 
placed on a half cylinder, when molten stereotype is 
run into the space between the cylinder and the 
paper. By a mechanical device, this molten type is 
hardened into the desired impression before the paper 
has been even scorched. The necessity for everything 
metal in a newspaper make-up is readily recognized. 

Kinds of Engraving. 

There are three other kinds of engraving with 
which every advertiser should be familiar; steel and 
copper engraving; colored effects through a combina- 
tion of half-tones; colored printing and lithography. 

The difficulty and nicety of detail required in the 
production of steel and copper engravings make this 
method quite expensive. The rich and dignified ef- 
fects are enough to warrant the expense, if one 
wishes to be characterized as a gentleman of posi- 
tively good taste. When a calling card is presented 
and the name has been steel engraved there is a depth 
in your glance that betrays admiration. Engraving 
is to be recommended for both professional and busi- 
ness cards. The traveling man finds their use an 
aid in introduction. It advertises the taste of the 
user. 

When the plate for a steel or a copper engraving 



{ 



THE ILLUSTRATION 197 

has been made, its entire smooth surface is inked, 
the ink being forced into the engraved crevices. The 
plate is then cleaned with benzine and polished with 
whiting. Then the card or paper to be printed is 
placed over the plate, and a powerful press forces the 
card and plate together until the ink has been trans- 
ferred from the crevices on to the card. 

Colored printing differs in the number of colors 
and kind of illustration to be produced. There are 
excellent results to be obtained m the printing of 
three colors where each engraving is a half-tone. 
Take for instance the reproduced oak leaves; "a" 
is a half-tone printed in yellow; "b" is a half-tone 
printed in red; "c" is a combination of these two; 
"d" is a half-tone blue which combined with "c" 
produces "e", the finished picture. 

The introduction of half-tones to produce a single 
picture necessitates great care on the part of all par- 
ties concerned so as to obtain a result not blotted or 
blurred. 

The four-color process, however, is not so expen- 
sive for it does not require the same .painstaking 
diligence in its production. Only the last plate of the 
four is a half-tone. The first three with their re- 
spective colors are printed as in the illustrations; 

x" is a perfectly blotted mass of yellow color; "y" 



a ^. ? •> 



"w" is the introduction of the half-tone in black 
with the finished picture. The introduction of one 
half-tone thus lessens the necessity of great preci- 
sion. 

Lithography is an attempt to imitate the steel and 
copper engraving and also to produce color effects. 



198 



ADVERTISING 



In lithography the effects are engraved on stone 
which is great in expense. For the reproduction of 
steel and copper engraving, it is only advised on a 
very large edition of cards or general printed matter. 

The blend of colors, design and size for any kind 
of work should be at the suggestion of the artist, 
Circulars, pamphlets and folders increase the atten- 
tion value almost doubly by their color presentation. 

It is often desired to get some conception of the size 
of a reproduced illustration, especially if it is to be 
decreased in size. This can be ascertained as fol- 



a " — 1 ^ 


i J." 


* 

1 
1 



lows : A line is drawn from the lower left hand corner 
to and passing through the upper right corner of the 
picture. If the picture is to be reduced to a given 
width, and it is desired to find what the height would 
be, measure off the width along the lower edge from 
the lower left hand corner; from this point a measure 
is made vertically upward to the diagonal line an 
the exact height will be obtained. If the height is 
given and the width is unknown, measure from the 
lower left corner to the desired height and then across 
to the diagonal line. See the drawing above. 



Fig. X 





Fig. Y 



MsmMmmW'&mm 



■■■. 



mm-mmmmmmmr 





iilli 



mmmmmM 






Fig. Z 




Fig. W 



CHAPTER XL 
PERSONALITY. 

One of the most difficult subjects upon which to 
write is that of personality. It is a something which 
is spoken of as one of the very basic elements of suc- 
cess. Thinking men in the different walks of life con- 
sider it and when every other reason for a man's suc- 
cess has been given and not found satisfactory, the 
final statement is made that his personality has 
brought the success. On the other hand, if a man has 
succeeded and happens to be an individual who seems 
to be without that fascinating quality known as per- 
sonality, the critic says, * ' Is it not strange that Jones 
should have succeeded so well with his lack of per- 
sonality ? " 

Personality defined would seem to be a combination 
of qualities which taken together produce such an 
effect on the minds of men as to compel the favorable 
attention of those about. People with personality we 
wish to become a part o»f our own lives. There is a 
something about them that seems to be universal in 
spite of any other glaring defects they might have in 
their character. A criminal often has personality, our 
sympathy goes out to him and we are inclined to help 
all that is within our power. A man may be so good 
as never to have violated a single one of the ten com- 



200 ADVERTISING "* 

mandments, observed the Golden Rule and to have 
responded entirely to the spirit of the thirteenth 
chapter of First Corinthians and yet be without 
personality. 

Then personality has its degree. We often hear 
men say that they had rather be a big fish in a little 
puddle, than a little fish in a big puddle. Their power 
of forcing themselves upon others is limited and they 
wish their lives so placed as to demand the greatest 
recognition. This is an acknowledgment of the limits 
of one's expressiveness and influence. The sensible 
attitude of this class affords them a place in life which 
permits of happiness and satisfaction in the chosen 
career. They never have to compete with those whom 
it is impossible to excel and at the same time they re- 
ceive recognition for every bit of power that is within 
them. Those who do not recognize the limits of their 
personality with respect to the affairs of life, who 
fail to adjust themselves to their particular sphere, 
suffer from the constant over-strain. The other man, 
better gifted by nature, easily does what the smaller 
man has not the capacity to do. 

Personality thus seems to regard the capacity 
either expressed or latent to act in the affairs of life 
in a large w r ay. If he is able to appreciate the 
thousand difficulties of a thousand different people, if 
he is able to step in and sympathetically cause things 
to happen, he has personality. Somehow people meet- 
ing people seem instinctively to feel this power, to 
sympathize and to do. But, you will say — some per- 
sons can do things, have personality and yet do not 
have sympathy for other conditions. Yes, such is 
often the case, yet with this other quality the per- 



PERSONALITY 201 

sonality is that much widened in its influence and 
attractiveness. 

Professor James has classified the human being as 
possessing three selves : 

Social Me, 
Spiritual Me, 
Material Me. 

These three natures are to a more or less degree found 
in every normal individual. The extent to which 
these forces play in our lives and which are recognized 
by others is the extent to which we have developed 
ourselves. A man who has developed each of the 
three must necessarily have a wider range of outlook 
upon the world than the individual who has realized 
but one. Hence to project one's self into the universe 
where a human being is recognized as a being with 
similar feelings; to project one's self into the realm 
where the spirit side of man is allowed to find a rela- 
tionship with the entire universe; to project one's 
self into the material realm enough to build a house, 
to drive a railroad train through a new country : — all 
these projections are to have developed personality to 
the fullest extent. According, as one is in harmony 
with the fundamental laws which govern the action 
in any of the spheres, is he true in his expression and 
does he receive the greatest commendation from his 
fellow man. Personality is thus brought into greatest 
recognition as intelligence paves a way for action. 
And that person will live longest in the public mind 
who has somehow affected this mind and affected it 
for its good or reformation. 



202 ADVERTISING 

So, advertisers, your success for good or for 
bad depends upon the development of your per- 
sonality. Personality means the expression of your- 
self or the projection of yourself into the outside 
world enough to affect the current of passing events. 
This means the arousing of your deepest self so that 
the force of your action will make the necessary im- 
pression — is the law that makes for lasting per- 
sonality. 

Bernard Berensen, our American critic in art, re- 
ferring to the subject of the expression of the artist 
in his work says: "In painting a picture I must have 
the illusion of being able to touch a figure, I have the 
illusion of varying muscular sensations inside my 
palm and fingers corresponding to the various pro- 
jections of this figure, before I shall take it for 
granted as real, and let it affect me lastingly." 

In other words the artist must live through the 
movements of what he is to portray. As a result of 
this process the figure stands forth with all the char- 
acteristics of life. Work which is effective is that 
which is creative. An imitation seldom has the 
atmosphere of the original. The ring is not true to 
the first stroke. It is this creative side of the writer 
that must be felt in its work. It may take hours to 
produce a single paragraph but the paragraph will 
come if you continue experimentation. It may be, 
too, that it will come suddenly and apparently easily. 
The attempts, in themselves failures, have fitted into 
the final production, success. 

Many people have the notion that the great feats of 
life or, to be specific, the best advertisement, is a result 
of a moment's work. Not so; the majority of success- 



PERSONALITY 203 

ful men have worked many and laborious hours, often 
without producing a single desirable effect. But it is 
this constantly attempting to do that brings its 
reward. An artist with a few strokes of his brush 
had finished his painting and handed it to the pur- 
chaser. "What," said the man, "pay you several 
hundred dollars for a portrait which has taken you 
three days to finish?" "Yes," said the artist, "it 
has taken me the greater part of my life to paint that 
portrait." Thus it is that the advertiser must work 
and work to get his effects. Every detail must be 
examined and understood until with much practice 
there is an intuitive response to the subject on hand. 

It is true that some are able to do naturally what 
many others do with great effort. But these people 
are the exceptions, and their number is so small that 
competition is not to be feared. This argument seems 
to be the governing one in many a young man's life, 
and as a result of false reasoning he stops short, in 
action in any given field. 

It is the duty of each one to find out along what 
lines he seems to have the greatest inclinations. An 
ideal should be built up around natural abilities 
and the struggle should begin. Constantly trying to 
do a thing always creates conditions never before con- 
sidered and the mere effort of doing things brings 
with it a power never before reckoned upon. The 
development of personality in its truest sense has be- 
gun. Now find out the inclinations of life which are 
weak; what elements are needed to strengthen the 
original ideal. Working for a solution, you are 
destined in some manner to find a new power. The 
dream you had hoped to be realized may never come 



204 ADVERTISING 

to pass. Many a young man can testify that he has 
started out with one idea and attempted by every 
means and effort to accomplish this. Somehow his 
own life began to show possibilities along entirely dif- 
ferent lines. Attempting to do one thing reveals 
greater power to do an associated thing. In doing, 
the whole creative power was aroused and something 
quite apart from the dream realized. In either in- 
stance the satisfaction is the same. 

Do ! Do ! Do ! This is the secret of personal devel- 
opment. Nature has ordained that by it intellect shall 
be developed. Tennyson has the ultimate solution of 
any problem considered by my readers at this 
moment. 

"Flower in the crannied wall, 
I pluck you out of the crannies. 
I hold you here in my hand, root and all. 
Little flower — and if I could understand, 
What you are, root and all, and all in all, 
I should know what God and man is." 

And it is the duty of each one to attempt his solution 
of the universe. The strange thing is that we soon 
meet on a common ground and the laws which govern 
one particular business are in some way co-related to 
every other business. Thus each man has his place 
and a place that is absolutely necessary for the work- 
ing out of life's problem, either socially, spiritually 
or materially. 

There is one element which often inhibits man in 
his action. This is the element of fear. People are 
afraid of making mistakes. These unfortunates are 



PERSONALITY 205 

slaves to the conventional and the dead past. The 
spirit of progressiveness which enables the railroads 
to be stretched across this continent, the spirit which 
felled the forests and spanned the rivers, the spirit 
or name that established a republic and dignified a 
nation— all these spirits are sleeping in the per- 
sonality of our young friend. I dare not say dead, 
for they are not. If he were snatched by some bal- 
loonist and dropped near the North Pole with a Peary 
expedition on the way there might be some hope. 

The crime is not in making a mistake — the real 
crime only begins when you have made the same 
mistake twice. Every man makes mistakes. Some of 
our greatest men Avho admittedly are exceedingly 
long on many things are fearfully short when it comes 
to other interests. This is why they have stenogra- 
phers, artists and other forces to help them out of 
their difficulties. 

Mistakes should be our educators. It is by mistakes 
that we learn and are able to avoid serious conse- 
quences in the future. The history of the world is 
an entire list of mistakes. Many things have hap- 
pened by which the populace are suffering to-day, for 
the question should have been decided the other way. 
But would not we have done better to have sat on a 
log in some swamp than never to have acted? No. 
Considering our limited knowledge of things at differ- 
ent stages of the world's history, the right knowledge 
in many instances could only have come through a 
disappointing experience. 

There is an old saying, "God helps those who help 
themselves." It is true. Get to work and help to 
answer vour own ideal. Let vour ideal be your 



206 ADVERTISING 

prayer. A great God has given laws that are in- 
vincible, and if you attempt to solve every problem, 
howsoever difficult, some kind of a solution must come, 
if it is not just exactly the right one at this particular 
time. In the meantime you have been developing 
character and personality. You are ahead of the man 
who never began. You are in demand. 

To return to the question of the expression of one's 
self, it has been my observation that it is the expres- 
sive individual who grows. He does make mistakes. 
The more expressive he is, the more mistakes he often- 
times makes and the severer is the criticism regarding 
him. However, with the passing of years, if intelli- 
gence has worked, Ave find a man who is recognized as 
doing the right thing at the right time. He can be de- 
pended upon for his actions. Many of his scoffers are 
now compelled to be his followers. He has won out. 

The notion also prevails that one man knows so 
much more than the other. In dealing with 
thousands of people where I have had opportunity to 
study the mind content, this is not true. Every nor- 
mal man has some tendencies which are superior or at 
least equal to the other man. If he seems superior, it 
is because he is compelling his life to be more expres- 
sive. Your own power will increase in just propor- 
tion to your effort. As time goes on you will find that 
you are his superior at least in some one point, and 
he will be compelled to recognize this secretly or open- 
ly. "Every man is my superior in some one point, 
in that I shall know him." At the same time have 
some confidence in your own superiority. 

The laws of the human mind are the same. If it 
were not true the world could not exist. By a strict 



PERSONALITY 207 

observance to the laws that are constantly being re- 
vealed growth of personality is as true as that water 
seeks its own level. 

As an advertiser, your very being is to become a 
part of your work. In reality, "By the sweat of your 
brow shall you earn your daily bread." People will 
notice your work for it will bear the impress of per- 
sonality. There will be life in it, Then you are a 
server of mankind and a recognized necessary factor 
in the fabric of society. You have projected yourself 
out into life to be one of the forces which are to modi- 
fy or possibly change the current of events. People 
will act differently because you have acted. 

What advertisements can you recall at this moment ? 
Why do you think of the ones you do ? Because some 
advertiser worked and dared to express himself. It 
is safe to say that those who have worked have suc- 
ceeded. Their success was predetermined by the 
amount of effort to be expended. Whenever an ad- 
vertisement which shows personality appears, people 
ask, "Who wrote it?" Soon they are able to recog- 
nize his advertisements as they appear from time to 
time. He has personality; his advertisements have 
individuality. The man has projected himself in- 
telligently into one of three or all three of the selves 
of life — the material, the social and the spiritual. 

Thus an advertisement becomes valuable because of 
the writer's personality. Constant application in the 
spirit of creativeness will result in that kind of a copy 
which will have stamped upon it certain character- 
istics unquestionably of your personality. The ad- 
vertisement mirrors back your enthusiasm, your con- 
viction, and vour storv. 



208 ADVERTISING 

When you have put your personality into work, the 
advertisement begins to possess individuality. There 
is a peculiar way that you have of presenting your 
goods in writing. In other words, you create an 
atmosphere. It is a good thing to be recognized as 
representative of certain characteristics in every 
advertisement put forth. 

This does not mean that advertisements are not to 
differ. Different classes of people will be reached by 
different advertisements of the same article. Never- 
theless, it is possible to have certain similar elements 
which are readily recognized. Just as different 
theatres of a city have their specific audience for the 
different kinds of plays they present, so people are 
attracted toward different kinds of advertisements. 
The advertiser must decide to which class an appeal 
is to be made. Deciding this, the ideal advertisement 
must be modified to suit the particular class. Change 
and variety in unity creating individuality, through 
personality, are the elements that hold attention in 
an ever changing world. 



CHAPTER XII. 

THE ENGLISH OF ADVERTISING— ACTION 
AND DESCRIPTION. 

As human beings we differ considerably in our 
mind attitude toward things. If a fight were to take 
place upon a street corner, a crowd would soon gather. 
But if you were to listen to the interpretations of 
what happened, you would receive as many different 
versions as there were eye witnesses. Why is this? 
Simply because each of us lives in a world that has its 
objects and points of existence peculiar to our indi- 
vidual experience. After careful analysis, however, 
we find that the glasses through which each of us 
looks are often similar to those of the man next door. 
The four distinct attitudes toward life are : Narra- 
tion, Description, Exposition and Argumentation. 

The majority of people seem to be living and en- 
joying the universe in a narrative sense. They want 
things to happen and are in misery unless the tide of 
events is ever changing. They depend upon the hap- 
penings of the day for their enjoyment. Every one 
is susceptible to this condition of life, for we have all 
evolved through the narrative stage of existence be- 
fore acquiring whatever other developments have 
come to us as intellectual beings. We like motion and 
anything in motion attracts our attention. Not only is 

209 



210 ADVERTISING 

our attention attracted but we long to become a part 
of that motion itself. This desire results in merry-go- 
rounds, loop-the-loop machines, scenic railways, etc. 
Extreme desire carries us to Coney Island when vaca- 
tion time permits us to get there. 

A display window which has in it any moving 
apparatus attracts immediate attention. The crowd 
will pass block after block only to halt suddenly at 
a repeated movement in a window. A certain depart- 
ment store during the dull season had a part of its 
main floor occupied by booths in which were being 
made by the necessary machinery envelopes, candy, 
carving of cuckoo clocks, cut glass and the weaving 
of rugs. Needless to state, there was always a large 
crowd about the exhibit places. Not only was the 
process highly interesting and instructive, but it 
aroused desire and compelled buyers to go into their 
pocketbooks to purchase the now coveted article. 

Goods which are advertised by a pleasing demon- 
strator are sure of the appreciation due them. 

If any representative magazine is critically exam- 
ined, it is surprising to note the number of pages 
which fairly teem with the narrative advertisements 
above mentioned. Recall many of the Dutch Cleanser 
advertisements. You see in your mind's eye the little 
Dutch girl, busy: the illustrations are so titled as to 
impress one with motion, while each illustration itself 
is filled with some every-day activity. Things are 
being done. And it is because of this "whirr" of 
events that the Dutch Cleanser advertisement forces 
itself into the attention. 

In our previous chapters we have examined the de- 
tails which are to be considered in the putting together 



ENGLISH OF ADVERTISING 211 

of an advertisement. The thing to bear in mind at 
this stage of the instruction is that a general effect 
should be gotten over and above, or outside of, the 
detail, but that this general effect is due absolutely to 
the observance of the principles discussed. A cyclone 
is ever whirling, and looks to us like a funnel sweep- 
ing things down to destruction. It is governed by 
laws of nature which are many and complicated, 
while we momentarily are only able to see the onrush 
of the cloud. A pile of bricks, laths, stone, cement 
or gas pipes does not constitute a house. Only when 
these different elements have been bound together by 
the laws of proportion and symmetry in compliance 
with a previously worked out plan, do we honor the 
same with the name of a house. So detail must ever 
be considered, not for itself alone but in its relation- 
ship to the whole, and the whole must be an impres- 
sion different yet dependent upon each part. A theat- 
rical manager wished to engage a certain young man 
for a minor part in a play. This young man was an 
exceedingly ambitious individual, bubbling over with 
enthusiasm in his attempt to play the part. But the 
play as a whole had to be considered, and his acting 
was necessarily reduced in expressiveness to give a 
proper interpretation as a whole. 

Thus in advertising each part must be subservient 
to the other part, but each tending toward a climax. 
The climax of every advertisement is so to lead the 
reader on as to get from him some kind of a response. 
To accomplish this there are two methods employed; 
first, such a forceful arrangement and wording of the 
text itself as to bring a response; second, a positive 
demand given to do it now. 



212 ADVERTISING 

When the advertisement is merely printed matter, 
the imagery of an individual must be appealed to 
and the picture must be created. Upon the vividness 
of this picture depends the power of the written mat- 
ter, and from a narrative standpoint there must be, 
not only action aroused with regard to the word pic- 
ture, but action on the part of the reader toward the 
purchase of the goods. An appropriate illustration 
usually conveys a picture the interpretation of which 
is found within the text. The illustration saves the 
reader many mental processes, while it hastens him 
to the point of action. It should be borne in mind 
that advertisements are ordinarily read because they 
have forced themselves into the mind, and any 
mechanical device which assists to overcome the diffi- 
culty of entire comprehension within the shortest 
distance of time is to be welcomed. 

There seem to be two kinds of advertisement 
writers. One class is composed of those who have 
elegant power of expression, definition and descrip- 
tion, but who fail to produce results. The other 
class is composed of those who compel action on the 
part of the reader. Every advertisement writer 
should examine his copy most carefully to see if the 
suggestion of action is involved as well as striking 
effects. It is always a man of action who is demanded 
by the business world, and through the written word 
things are supposed to happen just as evidently as 
the specific order is sent into the house by its sales- 
men. 

Necessarily the advertisement without illustration 
must be decidedly good to compete with the pictorial 
one. It may be, however, that the mere absence of an 



ENGLISH OF ADVERTISING 213 

illustration will produce such a combination contrast 
as to force the mind of the reader where it would 
not otherwise go. 

The direct method of getting an immediate response 
is by a command. Although people cringe at the 
thought of being compelled to do a thing, nevertheless 
they are daily unconsciously obeying many positive 
statements. Upon walking down the street, if you are 
met by a crowd of persons, the instinctive feeling and 
action of each is to turn to the right in keeping with 
the command given early in life, ' ' Keep to the right. ' ' 

Moreover, people like authority to govern them. 
It is when an individual breaks away from the 
authoritative voice of politics, religion and society 
that his real trouble begins. The world seems against 
him. The problem of choosing for one's self is a diffi- 
cult one and the masses are responsive to a command 
which is not too offensively given. 

Of late, the advertiser has come to recognize this 
factor and has exhorted people into action. Upon 
glancing through a single magazine it is sur- 
prising to find the number of sentences carrying a 
direct suggestion of action. Sentences which have 
suggestion of action may be imperative, exclamatory, 
or in the form of a question. Again, an authoritative 
statement at least gets people's attention. A question 
imperative or exclamatory implies that some condition 
exists which needs consideration. 'Consequently each 
individual begins to analyze himself immediately with 
regard to the need. A command in any of the above 
forms tends to be obeyed accordingly as a real need 
has been pointed out. Study the following list as to 
force, dignity and authority: 



214 ADVERTISING 

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ENGLISH OF ADVERTISING 215 

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of his African Expedition in Scrib- 

ner's Magazine, beginning with the 

October number. Then if you want a 

rifle such as experience-taught big game 

hunters use, you'll surely buy a Winchester. 

Winchester Rifles are made for all kinds of 

hunting and Winchester Ammunition is 

made for all kinds of guns. 

Sold by Dealers Everywhere. 
INSIST UPON HAVING THE RED W BRAND. 



ENGLISH OF ADVERTISING 217 

Upon reading the list it will be observed that some 
are skilfully worded and impress one pleasantly 
in exhortation, while others are commonplace. There 
are different degrees of insistency revealed, all the 
way from "You must" to "Why not write us?" 
which is a simple question imperative. 

It does not pay to be too insistent. The clipping 
"You must read our handsome illustrated booklet, 
etc. ' ' is a little strong. It tends to arouse the antago- 
nism of the individual. There is action on the part 
of the reader in the wrong direction, for he says "I 
shall not read it." Not only is a command often too 
strong, but it is often a weak utterance if the reader 
does not feel the authority back of the words. There 
are some people from whom we simply will not take 
commands. So in advertising there should be such 
an impression previously created as to make the indi- 
vidual instinctively willing to respond. 

A great many will believe a thing because it is in 
print. In argumentation they say "The book says 
it." That settles the argument. Not long ago a col- 
lege professor was riding in a train toward a distant 
point. A stranger soon became communicative and 
the conversation soon resulted in the discussion of the 
literary value of a certain book. The stranger dis- 
agreed most decidedly with the professor's views, but 
he did not know that he was in discussion with a pro- 
fessor. The next morning, in some way, the stranger 
had learned the name and profession of the one with 
whom he had argued. With a most humble attitude 
he approached the professor and began to apologize 
for his self-estimated audacity. The man was willing 
to give up all that he had believed simply because 



218 ADVERTISING 

a supposedly authoritative individual had differed 
with him. So it is that there are those advertisements 
which are authoritative in their impressiveness 
enough to make the slightest suggestion of action a 
possibility in realization. A minister's name asso- 
ciated with the recommendation of any article carries 
considerable weight with a mass of people. They be- 
lieve what he says. Thus testimonials from desirable 
and authoritative people serve as an indirect com- 
mand to those who are interested in any particular 
line of goods. 

The advertisement of authority is excellently car- 
ried out in a Packard advertisement, No. 1. Here is 
a motor car with its name presented to the reader. In 
words it does not present to the reader an account of 
its excellencies. All this is left to the imagination. 
The impression of the advertisement is of a firm 
which undoubtedly aims at the production of the best 
motor car possible. Money and expense have not been 
spared in the manufacture of the article. Its excel- 
lency must demand immediate recognition as possess- 
ing the highest merits. We have the best to offer you. 
This might be the unconscious feeling aroused. Yet 
this company could not begin its advertising career, 
as a new business, with so bold a voice. No, the car 
has previously been advertised as other cars, and its 
reputation as a machine possessing superiority has 
spread. It makes no promises but what it can fulfil. 
Thus we have a general effect created which is favor- 
able and authoritative in its interpretation. 

But No. 1 should not be classified as a narrative ad- 
vertisement. It is rather to be classified under de- 
scription. No. 2 is the typical narrative advertise- 



ENGLISH OF ADVERTISING 



219 



ment. Here we have action and every bit of the 
action is involved in the display of the Ideal Vacuum 
Cleaner. No. 1 presents a mere picture while No. 2 
contains motion. In either illustration we have a de- 
cided impression but a different kind of impression. 
No. 2 is thought of as happening in time while No. 1 



■"■■'■■ ': ■ W 


•* s=s "^7llOTOR CARS 




19JO ' H 


: ■ • . .-V ; •'-.-■ 


■^p-^iF 


















, /; V. 










;.. 


Packard Motor C*- Company 







No. 1. 



is simply existing in space. This is the difference 
between narration and description. Whenever a mere 
picture of a thing is presented regardless of happen- 
ings it is to be classified as a descriptive advertise- 
ment, while the happening of things in an illustra- 
tion is to be counted as a narrative advertisement. 



220 



ADVERTISING 



No. 2 is also a seasonable advertisement carrying 
with it the sentiments of the Christmas spirit. A com- 
mand, "Act at once," is also quite noticeable. 




The rush of air through its 
made to do :i greater service I 

The application of air sucti. 
laborious, inefficient ways of cl 
methods ol transportation, 



The Ideal Vacuum Cleaner 



9p€ E£ by It Eats Up the Dirt 



Or Electric 
Motor 



What n splendid Christmas g: 
wife, vpur young married daught 
that has brought all the tr 
every-day reach of all. 



IT COSTS ONLY $25 COMPLETE 



machine equipped with a tir.-t-,l i» motor that is readily attached to' any electric-light 
socket. 

Christmas is fast approaching. Don't pirt off getting this machine. Cut out this 
advertisement now. Act at once. 

ThcJde.il Vacuum Cleaner is sold at our. various agencies throughout the country. 
If no agency is handy,' write us direct. Valuable booklet on ("leaning Problem ■sent free. 

AMERICAN VACUUM CLEANER COMPANY.22S D.D. Fifth Ave., New YorkCity 



NO. 2. 



No. 3 is an advertisement which is expository in its 
make-up. There is a most excellent cut, pleasing in 
every detail, with such reading matter as will tell 



ENGLISH OF ADVERTISING 



221 



how and why such an effect is to be obtained. Exposi- 
tion is then the explaining of the thing. Here in No. 
3 we have revealed to us that a cement effect thus 
pictured is possible, is more desirable than other kinds 
of building material, and that the Atlas Cement ef- 
fect has received recognition by the Government in its 




A house of concrete 
does not depreciate 



ATLAS 

PORTLAND 

CEMENT 

MAKES THE BEST CONCRETE 



ATLAS-WHITE 



"Concrete Houses ai>a Cottages' 



No. 3. 



Panama Canal project. Through exposition the 
reason side of our nature begins to act and we say, 
"Concrete is worth considering in building a house. 
Therefore I shall consider the question of cement." 
And thus each successful advertisement compels us 



222 ADVERTISING 

to come to some sort of a conclusion regarding it. 
When we have reasoned ourselves into a positive 
statement regarding a thing, we may be said to have 
entered into an argumentative attitude toward the 
universe. But argumentation or persuasion directly 
is for the salesman. Narration, description and ex- 
position are the forms of discourse which the adver- 
tiser should so arrange as to make the reader form 



Watch the Earnings 

of our Public Utility Companies and you will marvel at the in- 
crease each month, which is brought about by economical and 
capable management, in connection with the natural growth of 
the communities in which they are operating. The earnings 

Grow by Months 

adding to the value of the stocks of our companies, and increasing 
the Equity Values over and above the Bonds which have been issued. 

This Increases the Safety of our Bonds 

day by day, making them valuable as an asset for Banks, Business Men, 
Estates, Widows, Orphans and Benefit or Building Funds— in fact, for 
Everybody. write us for information 

G 



GAS. YIELDING 

ELECTRIC. over PETRY & COMPANY 



■ XQ 



BANKERS 



ILDINO I 
l 



No. 4. 

either a conscious or unconscious favorable attitude 
toward the goods. Here we have suggestion to bring 
about a positive mind state. 

No. 4 immediately creates the impression of a pos- 
sible investment. Close reading of the text shows the 
possibility of a profitable and safe investment as well 
as the classes of people that might be particularly 
interested. Here the argument is entirely suggestive 
yet positive in its conviction of a business venture, at 
least worth consideration. This advertisement is 



ENGLISH OF ADVERTISING 223 

more nearly argumentative than the other three, yet 
it is expository in nature. 

It is often quite difficult to find where narration 
leaves off and description begins, where description 
ends and exposition ends. But it is well for the adver- 
tiser to consider the relative value of the text accord- 
ing as it gets away from or draws near to the class 
of advertisement desired. 

With the classification given it is possible to think 
of certain kinds of business employing a definite form 
of expression. For instance, banking institutions, 
real estate companies and physicians would be in- 
clined to tell of their work in the expository realm. 
Goods that appeal to the sense of sight or touch would 
often be placed in a picture or descriptive relation- 
ship. On the other hand, the same goods might be 
brought to bear an important part in the happening 
of some event, enough to doubly impress its commer- 
cial value. This changing of an advertisement from 
one kind of discourse to another will often increase 
its effectiveness. 

To summarize, then: first, human beings have four 
attitudes toward life— a narrative, descriptive, ex- 
pository or argumentative attitude. Second, an ad- 
vertised article should have its setting in one of these 
general states of mind, such that each element tends 
to make the object climatic in its impressiveness on the 
mind. Third, that the use of a command often insists 
in getting the individual to act in the first step neces- 
sary to possess the goods. Fourth, that an authorita- 
tive expression should come from a recognized 
authoritative source. 



CHAPTER XIII. 

UNDERLYING PRINCIPLES OF FORCEFUL 
ADVERTISING ENGLISH. 

The different kinds of composition, respectively, 
may be aided by the use of certain general devices. 
It is the object of this chapter to suggest such me- 
thods of composition as will prove most effective in 
advertising. Every kind of writing can be classified 
as either abstract or concrete in the effect produced. 
The majority of people are concrete in their attitude 
toward life, and it is this expression of a subject that 
brings the greatest response to a pen picture. 

Description. 

Description has as its object to give the reader the 
same kind of impression as would be received were 
he actually looking at the object. Vividness is then 
first essential. The first principle to secure vividness 
states that there should be conveyed to the mind of 
the reader some idea of the shape of an object. In 
advertising the shape is oftener impressed upon the 
mind by an illustration, but not always. A candy 
manufacturer describes his ''Dairy Cream Almonds" 
as follows : 

An almond shaped butter cream centre, beauti- 
fully finished in the pans, with a delicate ivory gloss. 

224 



FORCEFUL ADVERTISING ENGLISH 225 

A suggestion of almond taste in the flavor lends an 
exquisiteness to the taste, and to which no doubt we 
may also credit its wonderful sale and popularity 
with customers. 



Maple Peanut Crisp. 
A small square of molasses brittle, fire cooked, 
combined with crisp-roasted Spanish peanuts, 
and dipped in a maple sugar icing. 



Butter Acorns. 
In shape, an acorn, it presents a very attrac- 
tive appearance. This is a two-run butter cream, 
each complete piece being a combination of 
vanilla and chocolate flavors. 



Crystalized Raspberries. 
A delicious sugar jelly drop, in the form of a 
large raspberry, crystalized. 



Upon reading the description of each of the differ- 
ent kinds of candy the shape is immediately brought 
to the mind. As a result, each piece is given an indi- 
viduality, and the picture which immediately arises 
brings about a feeling of familiarity or acquaintance 
with the goods. Get the picture — "Crystalized 
Raspberries. ' ' 

The second factor to he considered in securing 
vividness is the size of an object. When we have said 
"Dairy Cream Almonds" or "Butter Acorns" in 
speaking of candy, the size is an appreciative element 
in the description. It is regarding the shape and size 



226 ADVERTISING 

of articles that permits the use of the metaphor 
and the simile. 

When a bank wishes to convey to the public some 
notion of its yearly increase as well as the present 
capital, the mere statement of such statistics is quite 
bewildering to the average person. Somehow the 
stated value of large sums seems to convey but little 
impression. It is true that if a man were to give 
away $500,000 in actual money, the desire not to give 
would soon prove a check on his liberality. On the 
other hand, if the same man were to write out his 
check for the amount, no regret would arise. The 
actual handling of money seems to attach to it an 
additional value and the feeling of possession like- 
wise arises to protect it in its newer importance. The 
signing of a check is the work of a moment and does 
not tend to bring to mind the true value represented. 
To picture values of money is the task of many differ- 
ent kinds of institutions. Many have w T ished to show 
the increased valuation of their stock, etc. This is 
usually accomplished by means of the pyramid. No. 
1 forces the reader into an appreciation of the in- 
creased deposits for the several years and compels one 
to the inevitable conclusion that here is an institu- 
tion keeping abreast with the times and which is in- 
creasingly prosperous in its business relation. This 
is what might be called a pictorial figure of speech. 

It must be borne in mind that every article adver- 
tised is to have some talking point. There are many 
elements of interest to every article, but some one 
should be selected which has back of it such argu- 
ments as are convincing to the most casual reader. 
The wide-awake man is he who continuously brings 



FORCEFUL ADVERTISING ENGLISH 



227 



his goods before the public from a new standpoint. 
It is this analysis of the important factors which 
makes possible a series of advertisements permitting 
of change and variety. In the street cars, at this 
time, is appearing the Quaker Oats advertisement. 
There is a snowstorm sweeping through the streets 
of a large city. The buildings are barely discernible 
through the blinding snow, but rolling down this 



[DEPOSITS I 



^^258,818.611 



^$1204391201 



i»l,835,3I745 



i1 N oP23IS56L001 



,^1*2517,957.72^, 



No. 1. 



street, storm swept, are the letters spelling "Quaker 
Oats." A single sentence tells us to make ourselves 
rugged so as to be able physically to meet the wintry 
blasts. The inference is that "Quaker Oats" will do 
it. Here a talking point has been seized upon that 
has reference to the physical conditions of which we 
are all victims at this particular season. Imagine the 
force of the same advertisement in the month of 



228 



ADVERTISING 



August. When summer comes it will again be the 
old Quaker. 

No. 2 is an example of an appeal to people with 
regard to the great number of crackers sold. The 
inference from this illustration is immediate, and our 
housewife says ' ' Because so many are sold, they must 



Immense Increase in Baking of Ivins 
Lunch-on-thins Proves Their Popularity 

Over 42,000,000 Lunch-on-thins were baked | Before the advent of Ivins Lunch-on-thins 
by Ivins during 1909. This means that over I the "butter thin" was accepted as a "dry," 
42,000,000 messengers, carrying the message of j tasteless cracker." Ivins by their exclusive bak- 
Ivins baking superiority, were sent from the ing methods have transformed "butter thin" 
Ivins model bakery to folks who like good things j from an ordinary cracker to a dainty, delicious 
to eat. I baking creation — Lunch-on-thins. . j^BBS 

Lunch - on - Thins 

Can be served with soup, salads, ices, cheese. rtesSEi t— an<| in many other ways that enterpris- 
ing housewives will discover after they have applied the "Test of Taste" to this taiticst of all 
crackers. 

A pound of Ivins Lunch-on-thins — sold by 
weight from sanitary tins — costs you only 15c. 
Ordinary "butter thins." in package form, cost you 
er 23c a pound. Important economy. 

Insist on Ivins Lunch-on-thins. fresh at 



IVINS, 




No. 2. 



be good." The fact that they seem to be popular is 
enough to warrant a purchase by others. The two ad- 
vertisements of Ivins are said to be very effective. 

No. 3 is quite interesting. It is meant to show by 
comparison how other crackers of similar make, when 
done up in ready-made packages, cost twenty-three 



FORCEFUL ADVERTISING ENGLISH 



229 



cents as against fifteen cents for the "Lunch-on- 
Thins." Had the same comparison been made re- 
garding the weight, it would not have meant quite so 
much to the reader as the money representation. 

No. 4 is a most detailed description of the looks to 
be gotten by the use of "Dandelion Brand Butter 
Color". The look of anything appeals to people. 




No. 3. 



There is money made on the looks of things. The 
appeal is direct and the description of each associated 
element is convincing in its argument regarding the 
value of this vegetable compound. 

A third observed principle in description is the 
reference made to the human feeling associated with 



230 



ADVERTISING 



the object. In No. 5, part of an advertisement, the 
very headlines proclaim two feelings which govern 
man in his life's actions. In the second paragraph 
the idea of health is touched npon. The combination 
— health, wealth and happiness — immediately arouses 
the best of our feeling nature. After an appeal to our 



The "Looks" of the Butter 
Makes the Sale! 



Batter •elk on it* "looks" — not on Its "taste" — and it's tho 

"look*" of the butter, too. that makes the price. 

Dandelion Brand Butter Color la Just what 70a need to make 

your butter perfect and help you get a good price for It- 
It imparts a rich, golden hue to batter that appeals to the 

It Is pure, wholesome and guaranteed — 

And doesn't affect the taste, odor or keeping qualities. 

Dandelion Brand Butter Color adds weight to the buli.'r— 
enough to pay for Its cost. 

There la no waste. It does not sour or stale. 

Dandelion Brsnd Butter Color Is used In over 90% of the 
creameries and dairies of the country. 

Try It yourself. 8ee what a delightful golden color It will 
give your batter — and how much better price you can get 
for It. 



DtwUfioe Bru4 Butter Color it 
EoJ.r«d It .11 Aotkorit*. 

Dandelion 
Brand 

Purely 




Dufehe t>uJblbM.i 



Butter 
Color 

Vegetable 



We guarantee that Dandelion Brand Butter Color Is purely 
vegetable and that the use of same for coloring butter is 
permitted under all food law6 — State and National. 

WELLS & RICHARDSON CO., 
Burlington, Vermont 

Manufacturers of Dandelion Brand Butter Color. 



No. 4. 



ideals through the feelings, there follows an explana- 
tion as to how these things can be brought about. 
What follows must have the elements of argumenta- 
tion to get results. 

Exposition. 

It is the purpose of exposition to make clear to 
others what we ourselves understand. Of course, the 



FORCEFUL ADVERTISING ENGLISH 



231 



other three forms of composition are to make people 
understand the value and importance of certain 
goods, but the downright explanation of things is to 
be classified as exposition. 



Make Money 
Enjoy Life 

CYou can realize $500 to $1000 
per acre per year from apples, 
pears and peaches ; $300 to $500 
per acre from berries or grapes, 
$150 to $250 per acre from po- 
tatoes ; $50 per acre from alfalfa. 

CAnd it gives you out-door life — 
contentment — health. It makes you 
one of the Nation's Providers, with 
a demand and a ready market for all 
you can supply 

CThe irrigated lands in Montana, 
Idaho and Washington, reached by 
the Northern Pacific, offer the most 
profitable farming and fruit-growing 
opportunities to be found anywhere 
in the United States. 

CNon-irrigated and "dry-farming" 

land, available at much lower 

prices, afford great returns 

from grain, grasses, alfalfa 

and. forage crops. ^^ST 




No. 5. 



Exposition answers such questions as how? why? 
what is it to be used for? It is the kind of composi- 
tion employed to educate people regarding goods. At 
this time Cluett, Peabody & Company have gotten 



232 ADVERTISING 

out their new collar known as the ' ' Belmont. ' ' Many 
have not liked the collar because of the difficulty in 
getting it on. When once on, the collar seems to 
possess certain qualities which to many are pleasing. 
Evidently the firm has been informed of the prevail- 
ing criticism and through a folder attempts to edu- 
cate the people regarding the manipulation necessary 
to get the collar on. The illustration is again em- 
ployed to make the exulanations clearer. No. 6 is the 
illustration. 

One of the first requisites of exposition is that the 
writer have a clear understanding of the subject to 
be discussed. He must see it in ail of its relations so 
that each statement is consistent with the knowledge 
of the reader. If ideas regarding a thing are con- 
fused the explanation will be confused. Let any one 
of you now begin an explanation of the workings of 
an aeroplane and numerous difficulties arise. 

When the subject is well in hand, there is always a 
coherence in the explanation of it. For instance, in 
talking about "The Steinway Five-Foot-Ten-Inch 
Miniature Grand Piano," the explanation that five 
feet ten inches is declared necessary by scientific ex- 
periments to reproduce the quality of the larger 
grand pianos give a significance to the measurement 
of all grand pianos. An item of interest is imme- 
diately noted and regarded by the purchaser of any 
similar instrument. The carefulness of these details 
on the part of advertisers established them in the 
minds of readers as careful and knowing firms. 

One of the ways of malting a proposition clearer is 
by means of repetition. When we have read a thing 



FORCEFUL ADVERTISING ENGLISH 



233 



once, there is a tendency to read it again, if presented 
immediately. And if a new fact is associated with 




Place cravat in collar and 
button back and short end 
in old way. Then place 
right fold of collar under 
head of button. 




Zi The index finger of left hand 
is pushing out collar button- 
right hand pulls long end over 
and notch is shoved down 
over collar button. 




O And you are now ready to 
tie cravat. 



COLLAR BUTTONS 




Place index finger of left hand 
as shown in sketch. Lift outer 
fold of right end with thumb 
of right hand and force long 
end under as shown in fig. 4. 




4* Keeping index ringer on top 
of collar, take second and 
third fingers of left hand and 
shove long end of band up 
tight under collar. 



£ 



Don't use a bullet end 
button like this. 



No. 6. 



iUse this kind with 
post long enough for 
the four thicknesses 
(2 of the shirt neck band and 
two of the collar.) 

TO TAKE OFF 

Pull long end of band out and 
off button, before untying cravat, 
or, take off in the old way. 



the already established expression, the reader is in- 
clined to peruse the contents of a paragraph once 



234 



ADVERTISING 



begun. The repetition holds attention. This thought is 
carried out in the following: 



DO YOU KNOW WHAT OUR 
KNOCK DOWN FURNITURE IS? 

That it is easy to put together? 

That it is shipped in sections, fromfactory to you? 

That it is made of solid oak? 

That it saves you over half? 

Why? Because 

You do nut pay exorbitant freight charges; 

You do not pay expensive crating charges; 

You do not pay high finishing costs; 

You do not pay jobber's profit; 

You do not pay dealer's profit; 

You pay but one profit only — our profit. 

In fact, do you know that retail furniture deal- 
ers purchase our furniture—set it up— and sell it 
to you at a handsome profit. 

Our best customer is the United States Gov- 
ernment. We furnished one of the buildings at 
the Seattle- Yukon Exposition. We just fur- 
nished a large new building for the State of 
South Dakota. These orders run up in the 
thousands — purchased at catalog prices. The 
point is, you can buy one piece, if desired, at ex- 
actly the same price and terms. 

BROOKS MANUFACTURING COMPANY, 

Established 1901 ^ 



You OUGHT to Know. 






You OUGHT to Know. 

Wh.rt New Yo.ktr.. ■let of Ih. In 



You OUGHT to Know. 



You OUGHT to Know. 

How jrou can share equally with ei 
realty manager* in the profit* of t 

quarterly, without lakm c any of 

You OUGHT to Know. 



Our Free 44-Page Book- 

'■A Sale s%, plus 50% Profit Sharing 



Tear Off Thb Coupon and Send Toda^ 

fflutual Profit Scaltu (So. 



A second tvay of explaining a thing is by com- 
parisons and contrasts. The following taken from 
Foster Brothers Manufacturing Company explains 
the defects of a woven wire spring as compared with 
the Ideal of their own make. 



A woven-wire spring, however good, can never be 
healthful, because its construction is wrong. It hangs 
like a hammock from rails at cither end of the bed. 
sags in the middle — at first temporarily, then 
permanently — and crooks the spine at waist 
and neck; hone? the back-ache, sleep disturb- 



l ■»■ •OSTCfl BROS MfG CO *^ J 



rest for a lifetime, because built on scientific, hygienic 
principles. It never sags as each oi its 120 double-spiral 
springs acts vertically, and yields in exact proportion to 
the weight put upon it. The bed as a whole 
conforms perfectly to every curve, hence 
maintains the spine in its natural, strnight 
line. Made plain or upholstered for wood 
or metal bedsteads 



IUEAI 



:e for IDEAL spring booklet 



FOSTER BROS. MFG. CO. 



FORCEFUL ADVERTISING ENGLISH 



235 



The third method of securing clearness in exposi- 
tion is to state the cause and the effect. 

It is the most natural thing in the world to ask 
"Why?" This is well worked out in the advertise- 
ment of the National Lead Company. 



Right Painting 
Preserves Property 





IAINT is more than color, and more than 
appearance. Permanency and protection to the 

PljJJ surface covered are of first importance. The 
jH variation of cobr should be taken care of only 
jj3 after these are assured 

C. Pure white lead and linseed oil are the 
recognized basic necessities of paint. Why? 
Because they form a perfect union and, when 
mixed, have the quality of penetrating the sur- 
face covered and becoming a part of it. Such 
paint never cracks or scales. It wears down 
uniformly and the surface is ready for repaint- 
ing without scraping or any preparation other than brushing 
off the dust. 

C Use National Lead Company's pure white lead ("Dutch 
Boy Painter" trademark), have it mixed with pure linseed oil, 
and your painting must be economical because it Will last. It 
will also be beautiful. Ask the painter who rakes pride in his 
profession if this is not true. He knows. 

C National.Lead Company's pure white lead is the best known 
and enjoys the largest sale in the world. It is exactly what we 
say it is— pure white lead containing no chalk, barytes or any of 
those other subtle adulterants which make painting an expense. 
C If you paint our way you secure both beauty and durability. 
Write us for bur "Dutch Boy Paint Adviser No. D." Complete 
color schemes' — correct methods. Free. 

nationaTleaidcompany 



The fourth principle often employed is to relate 
details and particulars. Many people do not wish to 
know the why of a thing, but rather just what the 
details of an article are. If you were thinking of 
an automatic gas water heater, the explanation of the 
particular points of appreciation might convince you 
regarding the efficiency of the heater in every detail. 
(See the following description as given by the Ruud 



236 



ADVERTISING 



Manufacturing Company in advertising their auto- 
matic heater.) 



WE want you to appreciate what the Ruud Water 
Heater is— what it does— and how its wonderful 
efficiency and convenience can be applied to 
your own home. 

The Ruud stands in your basement. Its installation requires 
no new piping or plumbing— simply attach to pipes already in 
use. It burns gas. You light a permanent yet economical pilot 
burner; then leave the heater and forget it. 

Now turn on a faucet in the laundry, kitchen, bathroom — 
anywhere. Do so any hour of the day — or night— and as many 
faucets as you wish. Instantly there gushes forth an inexhaustible 
supply of scalding hot water. 

You do not strike a match ; you do not wait— the 
Single act of turning a faucet brings all the hot water an 
entire household could use. 

The opening of the faucet relieves the water pressure in the pipes, 
automatically lighting the main gas burner, which heats the waterin- 
stantancousfyas it passes from the main pipe, through the Ruud, to you. 

Turn off the faucet— the water pressure is restored and the gas is 
automatically shut off. Right here is the economy of the Ruud— you 
don'l pay for heating any water you do not actually use. And because 
of its patented features it gets more actual heat value from fuel con- 
sumed than any other system known. 



The Ruud can be put into an old house as easily as a new one. 
If you are about to build, be sure to specify its installation. 

Bear in mind the Ruud is not an experiment nor a ' 'fad"— it is a 
long-tried, substantial, thoroughly reliable household fixture, giving hot 
water luxury, convenience and economy possible by no other means. 

RUUD MANUFACTURING COMPANY 

Dept A Pittsburgh, P«. 

Branches and salesrooms Id 15 Principal Cities 
LONDON i British Ruud Maoufacturiofi: Company. 

HAMBURG: Ruud Heisawaaaer Apparareban. 



Argumentation. 

Advertising is for one purpose — to get people to 
act. Whether it is now or not, the ultimate purpose 
is to make a buyer out of the reader. In other words, 
it is to argue or persuade people into an act. There 
is a difference between argumentation and persua- 
sion. To persuade one is to get him to act through 
the feelings, while to argue a person into a thing is 
to get him to act through reason. Most of us are 
persuaded to do things. Consequently the advertiser 
does not employ pure argument to get the crowd. If 
he did he might say: "Judge by the appearances of 
things and reason thus: All people desiring auto- 
mobiles will be fondest of an electric machine. You 



FORCEFUL ADVERTISING ENGLISH 237 

are one desiring an automobile. Therefore you will 
be fondest of an electric machine." 

But somehow people generally will not obey these 
self-evident propositions. There are so many other 
elements which enter into our lives to beget action. 
The Amberola advertisement is one typical of pure 
argumentation. There is given the proposition to be 





Of all sound-reproducing instruments 
of the cabinet type, this newest Edison 
Phonograph should be your choice. 

First: Because the Amberola is the only instrument of 
the cabinet type that gives you all of the best of the longer 
musical compositions, played as they were originally com- 
posed and meant to be played. 

Second: Because the Amberola combines all the tonal 
beauty of the Edison Phonograph, with a cabinet, in Oak. 
or Mahogany, that is a masterpiece of the craftsman's art. 

Third: Because its sapphire reproducing point is per- 
manent and never needs changing, and does not scratch 
or wear out the Records. 

Fourth: Because Leo Slezak, the greatest lyric tenor 
of all time, sings the wonderful Italian arias in which he 
has made his great successes, exclusively for the Edison. 

The Amberola comes in several finishes of either 
Mahogany or Oak, to harmonize with surroundings in 
any home. Jt has drawers in the lower part for holding 
100 Records. The price is S200. 



proven and then specific instances back up the gen- 
eral statement. One would be compelled to know 
considerable to dispute any of these claims; at the 
same time the dignity of the advertisement itself and 
the occupancy of space command respect. I feel as 
if they have not spared money to present an instru- 
ment that would prove entirely satisfactory. 



238 ADVERTISING 

INo. 7 is a typical example of persuasion. The 
reader is absorbed all at once in the practicality, the 
excellence of quality, the regard for detail and the 
reasonable price of this particular manicure set. It 
will be observed that here an appeal is made, not 
strictly on the merits of the goods themselves. A 
reference is made to the price in comparison with 



This Novel Manicure Buffer is the Case 
for the Rest of the Set 

<J Did you ever see anything more charmingly practical usually be thrown away as soon as the chamois soils: One 

than the Allwon Manicure Set ? is always buying new buffets. This isn't the way with the 

<J In the first place, its so complete. There's everything Allwon. You can quickly put on new chamois as often 

you can possibly need fo. the most thorough care of your " y ou w,5, >- " s » cl F ver '""%. P»« nlcd device. So 

hands— including even nail-lust.e and enamel and salve. y° u " " ev « "^ » " ew bulI «- TK " " v,n « » lone ' oon 

q And every article is of such excellent quahty-meanl pa) " ,0 ' ,1,e "*■ 

to last fot a life time. Cuticle scissors imported Irom Note the Low Price 

Getmany — highest grade duplex file — orange wood stick, fl This beautiful set costs you less than an ordinary one. 

special emery boards — all as good as money can buy. You cannot buy as complete an equipment, either sepa- 

The Jewel-Caae Buffer rately or in a set. at a price as low as you buy the Allwon. 

ft D , i . ( u . . . n D A v, . . Yet this beautiful set would grace any boudoir in the land. 

CJ But best of all is the Allwon Buffer. You see it s B \ ' 

hollow and roomy. And it's velvet-lined like a jewel- 9,, W " h Buffe ' T* ™?l"\ , N ' C ™" P1 ^ & ' c mp C * 

box. Its the case for the rest of the set. A lwon » rt » °?' y ,2 ~ S ' Trf 1 *? 1 *2- 5 0- S '">'"8 

„ T , . ... . . . , Silver $5 and $5.50— Gold Plated on Sterling Silve.. 

q Thus the Allwon set is always together-compact- $? 50 $M b De tmcnt , D , y Goods ^J Lealh „ 

convement. Handy at home-more handy lor travehng. Coods g^ j/ weleI ^ Druggists. Or. if not yet on 

It Savea lis Own Cost sa | e j n your town, send us yout dealer's name, together 

<J One more remarkable feature: Old style buffers must with the price, and we will supply you. 

U. S. SPECIALTY CO., Suite 116, 752 Broadway, New York City 

E. F. WALTER & CO., 166 McGiU St.. Montreal. Can.. E.clu.ive Wholesale Canadian AcenU 



No. 7. 

other goods. Thus any competing article that the 
person has seen will immediately come to the mind. 
In this way the competitor's goods are partly adver- 
tised. This advertisement could be made to stand on 
its own merits without a suggestion of another's 
article. 

In No. 8 we find an excellent persuasive thought 
regarding "Sampeck Clothes." Not a word is said 
regarding competitors. The talk is such as to impress 
one with sincerity. Straightforward dealing, and 
with people who understand their business. In fact 
the last paragraph is the recognition of another 



FORCEFUL ADVERTISING ENGLISH 



239 



tailor's ability to produce as good work. This adver- 
tisement cannot but command the highest respect 
from its readers. 




' The Standard of America 

THERE is something charac- 
teristic of vigorous young 
manhood about "Sampeck 
Clothes" that appeals very 
strongly to the young man, the 
'business or the professional man. 

The idea (jack of "Sampeck Clothes" Is to provide men 
and young men with fascinating garments, authentic 
in style and true in quality at -a price not high. 
. In "Sait>fxcJ{ Clothes " two indispensable features, 
style and quality are combined svhich make tbem 
the most fashionable clothes' it is possible to design 
and produce even in Gotham, the city of skilled 
tailors and fastidious dressers. 



No. 8. 



CHAPTER XIV. 

THE BUSINESS MAN'S ENGLISH— FIGURES 
OF SPEECH. 

Having classified the various kinds of composition 
and having shown the relationship of each to adver 
tising, we now turn to the principles underlying the 
construction of the English in either of the four kinds 
of discourse: namely, description, narration, exposi- 
tion and argumentation. 

Qualities of Style. 

As for the English itself, the sentences should be 
expressive and comparatively short. An involved 
sentence, unless it is filled with unusual interest, is 
skipped by the average reader. There is to be gotten 
a certain forceful quality of style which makes the 
reader feel the value of every word. Force in writ- 
ing is usually defined as that quality which makes 
one feel, and incites him to act upon what has been 
written. And it is just this kind of force for which 
the advertiser is searching. 

Another quality is clearness. This is the construc- 
tion of a sentence such that there can be no doubt as 
to the meaning meant to be conveyed. In our classi- 
fied advertisements of the daily papers are to be 

240 



THE BUSINESS MAN'S ENGLISH 241 

found flagrant violations of this principle. Observe 
the following: 

"Furniture, pianos, carpets, feather beds, antiques, 
entire or part houses bought for cash, no matter how 
large. ' ' 

Compare the following two advertisements with 
regard to clearness: "Pianos guaranteed; $5 month- 
ly; bargains; tuning, repairing." "If you want a 
bargain in used pianos of any make, write for bargain 
booklet. ' ' 

Another principle to be regarded is that of unity. 
Sentences may be short and even a single word em- 
ployed to express a thought, yet there should be the 
idea of unity involved. Each thought expressed 
should be recognized as having its peculiar setting in 
connection with the entire advertisement. 

A combination of words which produce repetition 
of the same word, group of words, or prominent syl- 
lables, unless the repetition has been previously ar- 
ranged to produce force, is a general tendency which 
should be rooted out by every writer. The reading 
one's work aloud will often overcome this difficulty 
when the sense of sight alone fails. 

The following selection taken from Charles Austin 
Bates on "Making a Front" is typical of the style of 
writing developed by the business man. Not only does 
he employ it in his ordinary correspondence, but it is 
revealed in every advertisement, pamphlet or circu- 
lar, gotten out by him. Some people are terse be- 
cause they have little to say and their terseness con- 
veys but little information. The terseness of this so- 
called business English is filled with so much thought 
that we are often inclined to read twice before getting 



242 ADVERTISING 

the entire meaning. When the interpretation is clear, 
the next sentence is found to have adapted itself to 
the further unfolding of the thought. 

MAKING A FRONT 

We are all of us front-makers of one kind or other. 

The style of architecture varies but the object of 
the building is the same. 

We all want people to believe we are fully as good 
as we are and maybe just a wee mite better. 

Some of us make a front with shirts of gorgeous 
hue and open-work socks. 

Some of us let our hair grow to an intellectual 
length and wear the thoughtful frown that masks a 
vacant mind. 

One carries a cane when a hoe would be more in 
keeping with his needs and his origin. 

Another trims his beard to a point, frequents 
French table d'hote, places and gives the impression 
that his birthplace is only a mythical black dot on an 
unreal map. 

THE STORE AND THE WINDOW 

The Victor Department should have a good place 
near the front of the store. 

Now, don't take this statement without further ex- 
planation. You might think it was because we have 
very much at heart their sale — which we admit. 

The reason for giving the Victor a conspicuous 
place is that many are bought on impulse. 

Victors are frequently sold in stores which handle 
other sorts of merchandise. A customer comes in for a 
piece of sheet music, or a roll of photographic films, 



243 



or some trifling purchase, and he hears the Victor 
playing ' ' Love Me, and the World is Mine ' ' or some 
other popular air, and he waits to hear the end. 

And if he has any foolish notion about not wanting 
to spend money for a Victor, that chance hearing of a 
record is often the end of that. 

You can trust the Victor to make its own friends, 
but you must give it a chance. You must put it 
where it can be seen and heard. 

A piano is not usually bought on impulse. The pur- 
chaser makes up his mind, looks carefully over the 
field, and selects his instrument with great caution, 
probably after three or four visits to the store. You 
don't have to remind him that a piano is a pleasant 
thing to have around. Pianos can afford to be studied 
in the dim retirement of the back of the store, where 
the very privacy adds to their attractiveness. The 
talking machine should make its appeal from some- 
where near the front. 



It is a good plan, when this is possible, to have a 
place for the Victor railed off from the rest of the 
room. This adds greatly to the convenience of the 
salesman who is demonstrating, it keeps the audience 
at a short distance, so that the sound effect is better, 
and it serves to protect the machine from careless and 
unauthorized handling. 

Don't try to sell Victors in a small room if there 
is any part of a large one than can be devoted to 
them. Remember that you will want to play some of 
the fine sonorous records, and the poor customer will 
think he has seat Al in the parquei at a band concert. 

In stores where there is a great deal of street noise 



244 



ADVERTISING 



to contend with, or where there is constant demonstra- 
tion of other musical instruments, it is often neces- 
sary to enclose a large booth for special demonstra- 
tions. 



The following advertisement shows the same quali- 
ties of style: 



'* TUST .aw an interesting thin 
J RmDwmum. 


dowo at 11 






mi. "The°Si« 










. o( roonnj to ..e 
















"Let. hear £ 






«<ent. "I'v. |ot 






"The te.t con 






on the ..mple 












V.ndl.nJ—nod . 


d oil-naked w.. 




■■v!i Y '*'i,'i\, 


material - 


lhe V o.ed .h.njl 




with." 




Lie?" 




"Cr.ckcd'.'nd 






. "Wat t,„ tr.cd?" 




" Ye. ; 401 red 


hot-melted the 
















"There -ere 


sever.l make, o 






that come, in ro 


II.. Two 








Be, Flintlme R 


notion made the be.t .hi 








wa. left in we. 








et. The fire didn't .pread 


•t all. Chiel ,. 














the Fire Ui. 




'"•'I.r'.'l "«»«.. 


Ih.f. .hat I'm lookin, lor || 








.round the plant 


-who make, rah 


Re. Flint- II 


°'*A Bo.Ion «rm-J. A. « W. B 


rd ct Co.. U 


71 India Street, i 


the eddre.a. Ch 




of their booklet. 


They .cod aamplca al.o." B 




The style of the business man varies from the 
literary writer, not alone in his choice of subject, but 
with regard to the kind of action suggested. Action 
is the idea of business English. The very paragraph 
form is mechanically changed to correspond to his 
abbreviated conception of things. As a result we 
have four or five paragraphs created out of the 



245 



material of one. This readjustment from a psycho- 
logical standpoint is such as to increase the attention 
value of the printed page. When one starts to read 
a short sentence there is an unconscious feeling that 
it can be accomplished within a few seconds. If the 
contents is interesting, the reader is lured into the 
next sentence, and thus the process continues until 
the skilful writer has led the reader into a complete 
reading of his text and thus has accomplished his pur- 
pose. 

The passage following illustrates how the mechani- 
cal arrangement, curiosity, and wording combine to 
carry the reader through to the end of the paragraph. 



DONT READ THIS 

because if you do you are liable to hear some- 
thing to your advantage. 15,000 programs 
are distributed weekly from Keith's Theatre. 
If you want to receive your share of the PROS- 
PERITY WAVE use this medium for adver- 
tising. 



Patrons Wishing a Taxicab Will Find Same Waiting, if the 
Head Usher is Notified in Advance 



It cannot be said that this adaptation of a small 
paragraph is universal. There are to be found many 
single advertisements and booklets which regard every 
principle of English style. But to consider a mechani- 
cal readjustment with regard to paragraphing will 
undoubtedly often increase the attention value of an 



246 



ADVERTISING 



article. Elbert Hubbard boasts of advertisements 
Avhich defy many of the principles ordinarily ac- 
cepted by the advertiser. But in the advertisement 
gotten out by him for the Equitable Life Insurance 
Society he has introduced a small cut which really 
accomplishes the same effect upon the reader. See 
No. 1. 



Charity or Business-Which? 

An Advertisement by Elbert Hubbard 



HE germ of both life and fire insurance had its rise in the 
of taking up a collection for the srricVen family. 3St 
1 chipped in in the hope and expedition that if w 
were snuffed out by sickness or accident, the neighboi 
would do as much for us. 3t! When 1 lived in Kansas 
well remember how when a farmer, who owned the next 
eighty to my father's, was killed by a runaway team, we all 
nd plowed the widow's fields, planted hcY crops and cared for her 
ck. Sf That sh- was young and comely probably had much to do 
1 ready and cheerful service which we brought to bear. So it seems 
was largely a matter of mood. ,9T L" 







on the laws of mathematics and sound economy, to provide for those depend- 
ent upon us in case of death. X Life insurance it do longer charity, or quasi- 
altruism, any more than fire insurance is. .ST Life insurance is a duty, and it 
is a privilege. 3£ To eliminate the distressing results of death, through insur- 
ance, payable to business partners, wife or children, seems but common pru- 
dence. .3? Lord Nelson in his will left his wife and daughter "to the tender 
care of the Bnosh Nation, to which I have given my life." And the wife and 
daughter — graviiated to the poor house; for what is everybody's business is 
nobody's business. JST Don't leave your loved ones to the care of the 
public or the neighbors. The neighbors may have troubles of their own. 
Cut out risk, accident and worry, by life insurance. 3£ There are no 
microbes in a life insurance policy. .ST Some folks cannot get life insur- 
ance. Possibly you cannot. S? If so these words are not for you. 




The Equitable Life Assurance Society 

of the united states 
"Strongest in the World" 

Tar Compter wakh pars its death claiou oo t&e flar H receives tktm. 

Paul Morton, president 120 Broadway, new york city 



ACENCIES EVERYWHERE I None 
Crest oppon.jnitie, lo-<l»r in Ls*< 



<*ork for the Equrtsbte. 



No. 1. 



If you will begin to read the reproduced selection 
and stop at the end of the third sentence in each in- 
stance, you will observe that at about this point the 
interest becomes centred. There is a jarring feeling 
in the reading of the first sentence, but the jar has 



247 



enough impetus in it to force you into the next 
sentence and so on until the thought itself becomes 
the all important factor. We have become accustomed 
to the movement. 

AVhat is the contents that becomes so all absorbing 
in its influence upon many minds? Generally speak- 
ing it is the power through words of bringing up the 
picture experience of people's past. In "Making a 
Front" we have a building with a possible change 
of style represented. Then people by their many 
ways of creating effects — with shirt fronts, long hair, 
cane, etc., are shot before our gaze in panoramic view. 
The ability to unite all these forces into a whole has 
been a success with the writer, for each of us gets a 
decided picture of events. 

Elbert Hubbard's advertisement again shows the 
practicability of the business man. He takes the 
ordinary experiences of life, experiences which in- 
volve the humorous, the pathetic, the calamitous, and 
because we can remember these events with their 
significance, he shows us that he has something to 
alleviate the pain or to change the memory of each 
happening. And we each cry over again our mishap 
or we laugh over again at the ludicrous past and, doing 
it, we see through another's eyes what was and what 
should be. 

To the one who must write good English is given 
this command, "Read the most forceful writers in 
your particular line." This does not mean once but 
many times. By reading and re-reading you absorb 
certain qualities of style that become a part of your 
own expression which, added to your own peculiar 
experience, permits of a new kind of style on the 



248 ADVERTISING 

market. Get into the spirit of things and reflect this 
to the masses. 

Figures of Speech. 

Hampton's Magazine is furnishing the following 
expressions : 

"In the land of Fortune." 
"Simplicity— Accessibility — Economy." 
"The Sovereign Food Tonic." 
"Like some stalwart giant of the forest, 
which for a century has withstood the 
violence of the elements, the Hartford 
Fire Insurance Company has completed 
its hundredth year of vigorous life." 
"Do you want 'Heart Songs' on your piano 

the year around?" 
"Buy a Florida farm 
In the beautiful valley 
Of the Suwanee River." 
"A garden is a lovesome thing." 
"The Heart of the Home is the Refrigera- 
tor." 
"The Gift that Gives 
Most Easter joy is 
Fussy 
Package." 
"Nature's royal road to health." 
" 'My Policies '." 

There is an atmosphere of nicety about each of the 
above selections different from the statement "This 
man draws dandy pay." You will readily recognize 
the so-called figures of speech as possessing an ele- 



THE BUSINESS MAN *S ENGLISH 249 

ment of beauty which an ordinary statement does not 
have. Figures of speech are but very little used in 
newspaper and magazine advertising. Unless the ex- 
pression is decidedly in keeping with the text and 
likewise elucidating the theory would seem to be that 
it is better to fall back upon the forceful every-day 
way of stating the proposition. But figures of speech 
are supposed to assist the reader in the easy inter- 
pretation of a thought and the right figure in the 
right place must assist to give a completer image of 
things. Advertising literature seems to reveal the 
use of figures in pamphlets, circulars and booklets 
rather than the ordinary advertisements and news- 
papers. There could be a decided improvement in 
many advertisements by the introduction of a single 
clause or sentence, figurative in nature. Just as a 
touch of color adds to the effectiveness for the eye, 
so a figure of speech consistent in its interpretation 
of the text will add to the power of the imagination. 
This is a new field for the creative advertiser. 

The above figures or statements which are realty 
figures in effect are to be classified as the metaphor, 
simile, personification and allusion. There is also an 
attempt to be poetical. 

The metaphor is the calling of one thing something 
else. "He is a fox." "The heart of the home is the 
refrigerator." This last figure is only part of the 
figure and causes a knowing individual to search for 
its inconsistency. Think of a refrigerator being the 
heart of a thing ! Nevertheless it is a figure of speech, 
and regardless of its inconsistency attracts attention 
and conveys a thought. The advertiser undoubtedly 
intended just what he said. 



250 ADVERTISING 

The simile is a direct or stated comparison between 
things, stating that one thing is like something else 
with which we are familiar. "The Hartford Insur- 
ance Company has stood like some giant of the 

forest." 

-Nature's royal road to health" is giving nature 
the power of a human being. Whenever a word is 
raised to a plane of being above its own and gives 
the characteristics of the new class it is said to be 
personification. Personification thus attaches im- 
portance to the ordinary or well-known. 

In one of the sentences the Suwanee River is men- 
tioned; another refers to "My Policies." Whenever 
reference is made to some well-known saying, story 
or incident we have an allusion. Allusions serve as an 
immediate interesting factor from which to lead to 
other things. People have sentiment and intellectual 
pride. Both can be brought to an immediate re- 
sponse by the proper stimulus. 

Then we find repetitions of letters or sounds ^ in 
pleasing combination defined as alliteration. "Sim- 
plicity— Accessibility-Economy." The "e" or "s" 
sound in each of these words produces a fascinating 
sum total effect. Alliteration is one of the principles 
to be found in poetry yet it can often be introduced 
into prose with good effect, 

The form "The gift that gives most Easter joy is 
Fussy Package" is written so as to create a poetical 
effect Poetry in advertising must be used very 
cautiously, as must any of the figures of speech. If 
the effect is so pleasing as to carry one into that 
dreamy poetical realm, unmindful of the practical 
thing meant to be given emphasis, then the adver- 



THE BUSINESS MAN'S ENGLISH 



251 



tisement is commercially a failure yet artistically a 
success. Again, for a firm that is constantly before 
the public, it is a good thing once in a while to carry 
their goods into the unreal world. Many of us will 
never forget ' ' The Spotless Town of Sapolio. ' ' There 
are many grown people to-day who can quote exactly 
the different advertisements as they appeared. To 




change the form of advertisement back to the busi- 
ness realm was wisdom. Although many have never 
had occasion to buy Sapolio, yet when there is need 
for it that advertisement will be found to be the 
reason for the first purchase. 

Notice the change of prose into poetic form in the 
above advertisement. 



252 ADVERTISING 

The form of poetry has been impressed upon each 
one's mind and there is an immediate tendency to 
read the passage. Of course, we are disappointed in 
not finding poetry, but we read it just the same. 

Use Simple Words. 

An advertiser wished to use the word "optimist" 
in a certain advertisement. A clerk of the establish- 
ment said not to do it, that the mass to whom the ap- 
peal was to be made would not understand it. A test 
was made and several customers questioned regarding 
the meaning of optimist. The majority did not know 
its meaning. This word printed prominently meant 
absolutely nothing to them. The incident has its 
lesson. The class of people to whom an appeal is to 
be made should be studied most carefully with regard 
to its vocabulary and general ideas of things. The 
introduction of a strange word or peculiar figure 
should be educational in influence enough to explain 
itself somewhere in the text. People do not like the 
use of long words. Anglo-Saxon usage seems to carry 
the most forceful effect. Words should be regarded 
as to meaning and only those chosen which convey 
a definite concept. 



CHAPTER XV. 
THE ENGLISH OF ADVERTISING-WORDS. 

In advertising the search is for a word or a limited 
group of words which immediately bring to the mind 
a score of impressions, every one of which reinforces 
the article associated with it. The right name given 
to any object at the right time is of great value com- 
mercially. It is said that the one who finds ' fascinat- 
ing names for our Pullman cars receives an income 
much greater than the average salaried person. A 
name to be popular is one which has force with indi- 
viduality, and at the same time is pleasing or fasci- 
nating to the sight, when written, and impressive to 
the ear, when spoken. 

Words may be seasonable in their power of impres- 
sion, or they may be for all time. For instance, the 
combination "Right Brothers" immediately brings 
up the advertisement of the Gold Dust Twins. Before 
the marvelous feat of the Wright Brothers' aeroplane, 
the name would not have carried with it the impres- 
siveness that it now does. When "The Oliver" is 
mentioned, we have a name which can be used for 
years, and which because of its inherent dignity will 
be impressive because of the passing of events. With 
regard to the word ' ' Oliver, " it is interesting to note 
its association with their motto which comes to the 

253 



254 ADVERTISING 

mind almost immediately, "The Machine Yon Will 
Eventually Buy." 

Upon asking a class of young people, about sixteen 
years of age, for advertisements remembered, the 
most universal given was, "The Post-Dispatch — 
First in Everything." The newspaper mentioned in- 
sists that its motto be proclaimed under all circum- 
stances until it has become a part of the mind fabric 
of the youth in this particular city. These so-called 
mottoes, if exceedingly terse and expressive in con- 
tent, are really the equivalent of a single word. It 
takes no longer to understand the expression as a 
whole than it would the one word. It might be called 
a catch phrase. 

The thing to strive for in the use of single words, 
mottoes and trade-marks is the nicety of relationship 
between words and the thing itself. If the association 
is farfetched it will be displeasing or unnoticed. 

A desirable trade-mark is invaluable if once estab- 
lished in the minds of the masses. It saves space, 
words and money to the one who can, with so few 
strokes of the pen, attach a world of meaning to his 
insignia. You will note that the sentence above states 
that a "desirable trade-mark is invaluable." Some 
are unfortunate enough to possess trade-marks which 
displease the public mind. As an example, the pic- 
ture of Mennen's talcum powder is not pleasing. While 
the powder itself has undoubtedly been a success, it 
could never be maintained that the firm would not 
have been just as successful with a more pleasing one. 
On the other hand, there is a possibility of proving a 
still greater growth had the trade-mark been such as 
to strike the public more favorably. 



THE ENGLISH OF ADVERTISING — WORDS 255 

Review for a moment the trade-marks. See in your 
mind's eye the tiny chicken with the broken egg shell 
beside it. If "Bon Ami" does not come to the mind, 
at least ' ' Hasn 't scratched yet ! ! ! ' ' does. ' ' E verwear ' ' 
brings the background of the hose itself. Can you 
think of the Victor Talking Machine without seeing 
our fox terrier listening to his master's voice? Then 
there is "Ever Ready" looming up as a lathered 
moon face with his expression of delight in the 
mechanism of this particular razor. To many, the 
word "Educator" immediately prints itself on a 
cracker. On the other hand there are trade-marks 
used repeatedly in advertisements which fail to have 
any significance whatever to the casual glancer. 

The following advertisements contain within the 
words themselves a certain dignity or impressiveness : 

Sapolio 

Campbell's Soups 

Porosknit 

Uneeda 

Tiffany 

Thermos 

The Oliver 

Cream of Wheat 

Packard 

Cuticura 

Ostermoor 

The Steinway 

Many other firms manufacturing the same goods 
and advertising equally as often have failed to 
educate you into an appreciation of their name. 
"What's in a name? Monev— Failure. " 



256 



ADVERTISING 



There are those words which, because of their pecu- 
liar line effects, mechanically force us to remember 
and comprehend them. See No. 1 and No. 2. 




No. 1. 

Thus we summarize : A catch word, trade-mark or 
motto should be of such a nature to associate imme- 
diately the goods for which they are the insignia, — 
that a pleasing association is the sum total effect de- 
sired. 




No. 2. 



When a trade-mark or appropriate name or motto 
has been chosen, each should be immediately copy- 
righted. The world is full of those eager and ready 



THE ENGLISH OF ADVERTISING WORDS 257 

at the slightest suggestion to profit at other's expense. 
When the word * * Stopurkickin " was employed by a 
St. Louis laundry in its advertising, people all over 
the country attempted to use the word until stopped 
by law. Protection of one 's rights must be constantly 
guarded. 

Now that words are given their significance let us 
turn to sentences. A group of words, proverbial in 
force, is to be classified as a single word. In advertis- 
ing, a phrase or clause expression must be regarded as 
a sentence. Sentences are given their completest force 
when punctuated. The punctuation as employed by 
advertisers may be classified as characteristic or 
unique. Those who observe the principles of correct 
English follow the characteristic method; while 
others who violate these principles for effect, may be 
forgiven on the ground of uniqueness. Let us ana- 
lyze the following: — 

1. "The Uses of Ivory Soap are Extraordi- 

narily Varied." 

2. Talk or Walk? 

3. Anything cheaper than 
Brenlin is false economy. 

4. A Failure at Fifty. 

5. Are you Well? 

6. Buy Furs of ' ' Shayne. ' ' 

7. "Twin 
Grip." 

8. It is so easy to 

claim too much. 

9. Madam, you need never 

sweep nor dust again. 



258 ADVERTISING 

10. Write For Oar Free Portfolio. 

11. Presto ! 

12. Fine-Form. 

13. Lea & Perrins 

Sauce. 

14. Vacation Time is Still Here 

15. An Up-To-Date 

Line 
For Wide Awake 
Jewelers. 

16. Ready Aim Fire. 

17. U-All-No. 

After Dinner Mint. 

18. Who's Your Tailor? 

19. Why? 

20. Thoroughly Reliable. 

21. "Her Answer." 

22. Connected by Wire. 

23. Cut Glass— The Gift that 

Never Fails of a Welcome. 

24. Special 

Extra ! 

25. You Can Buy 

The Oliver Typewriter 
for 17 cents a Day ! 

26. Lest You Forget. 

27. Why Irrigation Bonds 

Are So Popular. 

28. Bry Wear is Good Wear! 

Make LTs Prove It! 

29. He won't be happy 

till he gets it ! 

30. Goody! Goody!! Goody!!! 



THE ENGLISH OF ADVERTISING WORDS 259 

31. A Difference and No Difference 

A Difference in the Price but No Difference 
in the Diamond. 

32. From the Atlantic 

to the 
Pacific Ocean. 

33. Our Prediction— Correct ! 

34. Linweave 

The New Advertised White Goods. 

35. "Have 

You 

the 
Elgin 

with 

the 

49 
Dial?" 

These lines stand out most prominently in the ad- 
vertisements of which they are a part. The use of the 
question mark, quotation marks, underscoring' of 
words, exclamation point, with variation of type, are 
the forms which impress the eye. In several instances 
there are no marks whatsoever. With many of the 
sentences a single glance carries an effective appeal 
to the class intended to be reached. 

A "Failure at Fifty" compels one to look for the 
remedy. There is a certain garment which needs 
washing — Ivory soap will do it. "Are You Well?" 
"Have you a good figure?" What being well has 
especially to do with a good figure is the conundrum 
on hand, and it may be that the text of the advertise- 
ment will supply the information. "An up-to-date 



260 ADVERTISING 

line for wide awake jewelers,"— strikes the fancy; 
for I pretend to be wide awake and the other fellow's 
challenge demands that I see if he is "up-to-date." 
"Vacation time is here," is seasonable. I am about to 
go on my vacation ; what have you interesting to sug- 
gest regarding it? "Why irrigation bonds are so 
popular. ' ' I did not know that they were popular ; I 
must be a little behind the times. Go ahead with your 
answer. 

"Lest we forget." That sounds interesting. But 
forget, what? Alas! it is the common curse of 
humanity. Go ahead with your rebuke. 

And so we might continue to analyze each one with 
respect to its human appeal in single expressions. The 
newspaper headlines are excellent examples of the terse 
and expressive use of short sentences. The dry goods 
man is ever searching for a new name to attach to the 
goods which are constantly before the public mind. 
And it is the happy catch phrase that takes the old 
goods from the shelves to give place to the new. Here 
again is the chance for the play of the imagination. 
The head of the dress goods department of the store 
finds that he has several shades of blue as left-overs. 
How to dispose of them is the problem. With an 
artistic touch he arranges them on his counters until 
the idea of blue is in the very atmosphere. Then he 
advertises "An Extraordinary Sale of Ancient 
Blues." Yes, the novelty seeker comes with her 
mingled curiosity and interest. She asks for a glance 
of those "Ancient Blues." The successful salesman 
does the rest. 

The Christmas season is on and the dress goods de- 
partment is running low in sales. "See here," says 



THE ENGLISH OF ADVERTISING WORDS 261 

the manager of the department, " something must be 
done." So his ingenious eye sees a dress pattern 
placed in a choice box, labeled "A Christmas Pres- 
ent." The daily press has said " Dress Patterns in 
Fancy Boxes as Gifts." Now the average individual 
likes to be practical, and if a dainty box will convert 
an ordinary or commonplace article into an accept- 
able gift, the transaction is likely. 

There is one admonition to be given with regard to 
the goods. Do not over-advertise an inferior article. 
Disappointment breeds suspicion and suspicion drives 
away patronage. 

Thus we find that expressive words or sentences as 
well as the illustration are the feelers of the adver- 
tisement which, wrapping themselves about the at- 
tention of an individual, are to drag him into the 
mental absorption of the text itself. Wfth the read- 
ing of the text the desire is to be thoroughly aroused, 
and coupled with this desire the name of the firm 
able to satisfy the demand. The name should stand 
out with dignity and force. Thus every illustrated 
advertisement has four factors to be most carefully 
considered: first, a suitable illustration; second, an 
appropriate headline; third, the text which fully 
explains; fourth, the name of the firm which can 
supply the demand. In each of these four processes 
the mechanical adjustment of type, lines and para- 
graphing are to be considered as of the utmost 
importance. 

Each business has its own peculiar vocabulary. 
There are certain expressions peculiar to the trade 
involved. It is the duty of the advertiser to study 
each particular expression possible in the description 



262 



ADVERTISING 



or explanation of the goods to be sold. Get into the 
spirit relationship of the article to be sold and there 
is only one expression which will satisfy the word 
interpretation of it. When you find it, you will like 
it ; and when you tell others, they will like it. In the 
following pages we have selected from thirty differ- 
ent advertisements words peculiar to the business in- 
dicated. 



AUTOMOBILE ADVERTISEMENTS. 
Number of firms represented, 30. 

Below are thirty-nine words which have become 
almost peculiar to this particular business: 



silence 


elegance 


useful 


comfort 


refinement 


richness 


motordom 


durability 


convenience 


simplicity 


strain 


sturdiest 


staunch 


reliable 


quality 


equipages 


speed 


reputation 


luxurious 


endurance 


popular 


harmony 


grace 


commodious 


model 


economy 


standard 


dependability 


design 


fitness 


adaptation 


stability 


rich 


high-powered 


handsome 


achievement 


simple 


style 


safest 



Striking and accurate uses of words were found as 
follows : 



THE ENGLISH OF ADVERTISING — WORDS 263 

"Peerless— All That The Name Implies." 
"Grace in Design and So Supremely Luxurious 

in Finish and Appointment." 
"The Car That Captured The Country." 
"Built For Business." 
"A Veritable Mechanical Greyhound." 
"The Charm of The Six." 
"Luxury in a Limousine." 
"Built for Severe Service." 
"A Mechanical Masterpiece." 
"The Choice of Post-Graduate Motorists." 
"Ask The Man Who Owns One." 
"Two Cars for The Price of One." 
"Luxuriously Fitted- up." 
' ' Sumptuously Appointed. ' ' 

MEN'S OUTER CLOTHING. 
Number of firms represented, 28. 

Below are the words peculiar to the vocabulary of 
this business : 

well-dressed art 

style alterations 

distinction stylish 

unique creation 

garment worsteds 

ready-to-wear models 

correct-cut patterns 

perfect-fitting peg-top 

unbreakable-fronts regulars 

nobby Russian-sailor 

taped-seams full-cut 

dark mixtures made-to-order 



264 ADVERTISING 

designs serge 

perfection hand-tailored 

pre-eminence stouts 

qualities double-breasted 

medium-weights all-wool 

cashmeres fancy-effects 

tailored 100% process shrunk 

The following are striking or accurate uses of 
words : 

' ' Overcoat Opportunity. ' ' 

''Individual Measures Built Into a Cloth." 

' ' Cream of the Season 's Woolen Innovations. ' ' 

"Primest of Materials." 

"A Legal Guarantee with each Garment." 

"How the Best Dressed Men Dress." 

"Good Clothes Makers." 

"Ordinary 'Merely Clothes' Kind." 

"Highest Art and Science of Tailoring." 

"To-morrow Will End It." 

"The Standard of America." 

"The New York Tailors of New York City." 

"World Wide Styles." 

"Our Clothes Make You Feel Young, Look 

Young, Act Young." 
"Uncommon Clothes at Common Prices." 
"Character in our Garments." 
"A Rapidly Moving Stock." 
"Every Suit is Embraced in this Sale." 
"The Facts Speak for Themselves." 
' ' Don 't Let the Opportunity Get Away. ' ' 



THE ENGLISH OF ADVERTISING! WORDS 



265 



HEATING APPARATUS. 

Number of firms represented, 8. 

Below are the words peculiar to the vocabulary of 
this business: 



method 


high-grade 


powerful 


heating 


saves fuel 


saves gas bill 


efficiency 


comfort 


consumes 


practical 


reputation 


catalogue 


efficient 


coal 


improved 


economical 


furnace 


heater 


less-space 


air 


water 


flue 


cell 


fuel 


cold weather 


burns 


no cinders 


no clinkers 


no dust 
under-fed 


no soot 



Striking or accurate uses of words: 

"Have you Seen Our Treatise on the Possible 
Utilization of the Exhaust Steam?" 

"No Marathon Talkfest." 

"This is of Unquestionable Merit and Indi- 
viduality. ' ' 

' ' Honestly Constructed. ' ' 

"Perfect Construction, Perfect Comfort.' ' 

"Aimed at your Patrons' Purses." 

"Passport to Comfort." 

"Battery of Zigzag Heat Tubes." 

"The Base Burner is a Humbug." 

"The Pyramid Grate." 

"Don't Overlook the Health, Happiness, Com- 
fort and Convenience to be Secured by the 
use of the Ajax. " 



266 ADVERTISING 

"The Heart of the House Circulation." 
"It will serve you Right." 

CATSUP ADVERTISEMENTS. 

Number of firms represented, 7. 
Below are the words peculiar to the vocabulary of 
this business : 

fresh material relish 

inspection natural flavor 

delicious sound and red to the core 

satisfying sweet 

perfectly ripe clean preparation 

fresh, ripe, sound fruit especially grown tomatoes 
selected appetizing 

pure quality home-made 

airy kitchens 

Striking or accurate uses of words : 

"Contains no Benzoate of Soda or other Drugs." 
"Free from Chemical Preservatives or Artificial 

Coloring." 
"It's the Process." 
"None so Good." 

"Nature's Best in Heinz' Ketchup." 
"Protect Yourself." 

"The Kind that Keeps After it is Open." 
"Natural Flavor Food Products." 
"Original Catsup." 
* ' Insist on getting Libby 's. " 
"Every one of the Heinz' 57 Varieties is Pure. 
"Selected Tomatoes picked ac their Prime." 
"All Prepared in Clean Kitchens by Clean 
People with Clean Equipment." 



THE ENGLISH OF ADVERTISING— WORDS 267 

"Recognized and Endorsed by United States 

Government. ' ' 
"Snider Process." 

Our language is in a process of spelling change. A 
few years ago Theodore Roosevelt gave to the printer 
an authorized revised list for spelling. While many 
of the older school hesitate to accept the revision, 
there is a tendency on the part of the business world 
to adopt it. The writer of these lessons recommends 
the new method. It is the conviction of many that 
fifty years from now will have brought the method in- 
to operation by a slow absorption process. The adver- 
tiser will have his part to perform in this change. 
Since many scholars and authoritative people have 
recognized the newer method, there need be no fear 
on the part of the advertiser that he is transgressing 
the laws of good English. In every movement there 
must be the pioneer. Being the leader of a new trail 
involves the criticism of its followers by the old 
school. But in the case of reformed spelling, the trail 
already has enough increasing followers to insure ab- 
solute recognition. 

The following is the authorized list: 

Choose the simpler spelling, that at the left. 



Abridgment 


abridgement 


accouter 


accoutre 


accurst 


accursed 


acknowledgment 


acknowledgement 


addrest 


addressed 


adz 


adze 


affixt 


affixed 



268 





ADVERTISING 


altho 


although 


anapest 


anapaest 


anemia 


anaemia 


anesthesia 


anaesthesia 


anesthetic 


anaesthetic 


antipyrin 


antipyrine 


antitoxin 


antitoxine 


apothem 


apothegm 


apprize 


apprise 


arbor 


arbour 


archeology 


archaeology 


ardor 


ardour 


armor 


armour 


artizan 


artisan 


assize 


assise 


ax 


axe 


bans 


banns 


bark 


barque 


behavior 


behaviour 


blest 


blessed 


blusht 


blushed 


brazen 


brasen 


brazier 


brasier 


bun 


bunn 


bur 


burr 


caliber 


calibre 


caliper 


calliper 


candor 


candour 


carest 


caressed 


catalog 


catalogue 


catechize 


catechise 


center 


centre 


chapt 


chapped 



THE ENGLISH OF ADVERTISING WORDS 



269 



check 


civilise 


checker 


cheque 


chimera 


chequer 


civilize 


chimaera 


clamor 


clamour 


clangoi 


clanguor 


clapt 


clapped 


claspt 


clasped 


dipt 


clipped 


clue 


clew 


coeval 


coaeval 


color 


colour 


colter 


coulter 


commixt 


commixed 


comprest 


compressed 


comprize 


comprise 


confest 


confessed 


controller 


comptroller 


coquet 


coquette 


criticize 


criticise 


cropt 


cropped 


crost 


crossed 


crusht 


crushed 


cue 


queue 


curst 


cursed 


cutlas 


cutlass 


cyclopedia 


cyclopaedia 


dactyl 


dactyle 


dasht 


dashed 


decalog 


decalogue 


defense 


defence 


demagog 


demagogue 


demeanor 


demeanour 



270 





ADVERTISING 


deposit 


deposite 


deprest 


depressed 


develop 


develope 


diersis 


diaersis 


dike 


dyke 


dipt 


dipped 


discust 


discussed 


dispatch 


despatch 


distil 


distill 


distrest 


distressed 


dolor 


dolour 


domicil 


domicile 


draft 


draught 


dram 


drachm 


drest 


dressed 


dript 


dripped 


droopt 


drooped 


dropt 


dropped 


dullness 


dullness 


ecumenical 


oecumenical 


edile 


aedile 


egis 


aegis 


enamor 


enamour 


encyclopedia 


encyclopaedia 


endeavor 


endeavour 


envelop 


envelope 


Eolian 


JEolian 


eon 


aeon 


epaulet 


epaulette 


eponym 


eponyme 


era 


aera 


esophagus 


oesophagus 


esthetic 


aesthetic 



THE ENGLISH OF ADVERTISING WORDS 



271 



esthetics 


aesthetics 


estivate 


aestivate 


ether 


aether 


etiology 


aetiology 


exercize 


exercise 


exprest 


expressed 


fagot 


faggot 


fantasm 


phantasm 


fantasy 


phantasy 


fantom 


phantom 


favor 


favour 


favorite 


favourite 


fevor 


fevour 


fiber 


fibre 


fixt 


fixed 


flavor 


flavour 


fulfil 


fulfill 


fulness 


fullness 


gage 


gauge 


gazel 


gazelle 


gelatin 


gelatine 


gild 


guild 


gipsy 


gypsy 


gloze 


glose 


glycerin 


glycerine 


good-by 


good-bye 


gram 


gramme 


gript 


gripped 


harbor 


harbour 


harken 


hearken 


heapt 


heaped 


hematin 


haematin 


hiccup 


hiccough 



272 





ADVERTISING 


hock 


hough 


homeopathy 


homoeopathy 


homonym 


homonyme 


honor 


honour 


humor 


humour 


husht 


hushed 


hypotenuse 


hypothenuse 


idolize 


idolise 


imprest 


impressed 


instil 


instill 


jail 


gaol 


judgment 


judgement 


kist 


kissed 


labor 


labour 


lacrimal 


lachrymal 


lapt 


lapped 


lasht 


lashed 


leapt 


leaped 


legalize 


legalise 


license 


licence 


licorice 


liquorice 


liter 


litre 


lodgment 


lodgement 


lookt 


looked 


lopt 


lopped 


luster 


lustre 


mama 


mamma 


maneuver 


manoeuvre 


materialize 


materialise 


meager 


meagre 


medieval 


mediaeval 


meter 


metre 



THE ENGLISH OF ADVERTISING WORDS 



273 



misst 


mist 


miter 


mitre 


mixt 


mixed 


mold 


mould 


molding 


moulding 


molt 


moult 


molder 


moulder 


moldy 


mouldy 


mullein 


mullen 


naturalize 


naturalise 


neighbor 


neighbour 


nipt 


nipped 


niter 


nitre 


ocher 


ochre 


odor 


odour 


offense 


offence 


omelet 


omelette 


opprest 


oppressed 


orthopedic 


orthopaedic 


paleolithic 


paleaolithic 


paleography 


palaeography 


palentology 


palaeontology 


paleozoic 


palaeozoic 


parlor 


parlour 


past 


passed 


paraffin 


paraffine 


partizan 


partisan 


patronize 


patronise 


pedobaptist 


paedobaptist 


pedagog 


paedagogue 


phenomenon 


phaenomenon 


phenix 


phoenix 


pigmy 


pygmy 



274 





ADVERTISING 


plow 


plough 


polyp 


polype 


possest 


possessed 


practise 


practice 


prenomen 


praenomen 


pretense 


pretence 


pretermit 


pretermit 


prefixt 


prefixed 


prest 


pressed 


preterit 


preterite 


primeval 


primeaval 


profest 


professed 


program 


programme 


prolog 


prologue 


propt 


propped 


pur 


purr 


quartet 


quartette 


questor 


quaestor 


quintet 


quintette 


rancor 


rancour 


rapt 


rapped 


raze 


rase 


recognize 


recognise 


reconnoiter 


reconnoitre 


rigor 


rigour 


rime 


rhyme 


ript 


Tipped 


rumor 


rumour 


saber 


sabre 


saltpeter 


saltpetre 


savior 


saviour 


savor 


savour 


scepter 


sceptre 



THE ENGLISH OF ADVERTISING— WORDS 275 



sepulchre 


sepulcher 


sipt 


sipped 


sithe 


scythe 


skilful 


skillful 


skipt 


skipped 


slipt 


slipped 


smolder 


smoulder 


snapt 


snapped 


somber 


sombre 


specter 


spectre 


splendor 


splendour 


stedfast 


steadfast 


stept 


stepped 


stopt 


stopped 


strest 


stressed 


stript 


stripped 


subpena 


subpoena 


succor 


succour 


suffixt 


suffixed 


sulfate 


sulphate 


sulfur 


sulphur 


sumac 


sumach 


supprest 


suppressed 


surprize 


surprise 


synonym 


synonyme 


septet 


septette 


sextette 


sextet 


silvan 


sylvan 


scimitar, cimeter 


simitar 


tabor 


tabour 


tapt 


tapped 


teazel 


teasel, teasle, teazle 


tenor 


tenour 





ADVERTISING 


theater 


theatre 


thoro 


thorough, thoro 


thoroly 


thoroughly 


thruout 


throughout 


topt 


topped 


transgrest 


transgressed 


tript 


tripped 


tho 


though, tho' 


thorofare 


thoroughfare 


thru 


through, thro' 


tipt 


tipped 


tost 


tossed 


trapt 


trapped 


tumor 


tumour 


valor 


valour 


vapor 


vapour 


vext 


vexed 


vigor 


vigour 


vizor 


visor 


waggon 


wagon 


washt 


washed 


whipt 


whipped 


wilful 


willful 


winkt 


winked 


wisht 


wished 


wo 


woe 


woful 


woeful 


woollen 


woolen 


wrapt 

[JATION. 


wrapped 



Primarily, punctuation is to make easy the read- 
ing of any text. In advertising we find the ordinary 



THE ENGLISH OF ADVERTISING WORDS 277 

usage of punctuation entirely disregarded. The ad- 
vertiser attempts such combinations as will produce 
striking effects. Therefore, we may say that the ad- 
vertiser is permitted to employ marks in any way 
whatsoever, if by doing so his advertisement gains 
in attention qualities, clearness and emphasis. Rather 
than give the correct marks of punctuation and their 
usage, it will be more profitable to examine carefully 
the uses of marks found in any magazine. Of course, 
the size of the type and the position of the word, 
phrase or sentence in each particular advertisement 
is an added element, but it is not necessary to repro- 
duce them here. Observe how the following passages 
either illustrate some principle of punctuation or, 
violating it, give emphasis and clearness. 

WHAT A REAL TAILOR 

CAN DO 

If you have begun to believe that perfect- 
fitting clothes "come true" only in fashion 
pictures — why not call on our local Royal 
dealer to-day — or write us to have him call 
on you? 



ZING ! 
IT'S UP! 

You'll find the Handihook 
the neatest — lightest — handi- 
est hook you ever saw. Does away 
entirely with hammer. Needs no screw- 
ing — no fuss of any kind. 



278 ADVERTISING 

ACME QUALITY 
ENAMEL (Neal's) 



Here's the plain 
"horse-sense" of Duo fold 
The inside fabric is cotton, silk or linen. No 
itchy" wool next to you. 



Exclusive DISSTON Features: 

This is the only establishment making its 
own steel for the full line of saws and tools. 

Quality of saws and tools begins with the 
steel, and Disston Steel is famous for its 
quality. 

Shop treatments, exclusively Disston, re- 
sult in finished products the most perfect 
for their purpose. 



The Saws and Tools which 

cost least per year are 
"DISSTON" Brand 



From 

"THE TALE OF TWO TAILORS" 

By Elbert Hubbard. 

# # # # 

The above quotation furnishes the reason 
which actuated a great London merchant 
in offering Stein-Bloch clothes exclusively 
to his London patrons. 



SPEEDWELL "50' 



THE ENGLISH OF ADVERTISING WORDS 279 

54th YEAR 
WHY DON'T YOU BUY 



Our y 2 Price Offer 



Stopped ! 



Strong as an Ox. 



Iced Chocolate Pudding with Custard Sauce 

— a delightful dessert that every member of 

the family can enjoy. 



For sale by druggists everywhere, 10, 

25 and 50 cents, or by mail. Stamps 

taken. 



Now Costs No More TJian " Ready '-mades" 



And The Best Tailoring — Royal Tailoring 



Now think of cherry pie, berry pie, peach and 
apple pie — if you want light, flaky pie crust just try 
part Kingsford's Corn Starch with your flour. THE 
BOOK TELLS. 

Especially valuable are the chapters 
regarding the baby 's food ; what kind of 
milk should be used; how it should be 
modified with Mellen's Food to suit 
varying needs; how often the baby 
should be fed, etc. 



280 ADVERTISING 

Your preference for Fall may be either 
for a soft hat or a Derby. 



1 ' Florentines ' ' 

The Ideal Silks for Sofa Pillows, 

Quilts and Draperies. 

In making home interiors attractive and 

in good taste, much depends upon the artistic 

use of fabrics for hangings, spreads, sofa 

pillows and small articles of utility as well 

as of beauty. 



That Roof Will 
Last For 
Generations ! 
There is price — sentiment — business fore- 
sight — in building for the long future; 
for your son, and his son. 
There is wisdom in selecting Carey's Roof- 
ing — a perfect and permanent protec- 
tion for all flat and steeped roof build- 
ings. 
Roofs laid during the first year it was made 
(25 years ago) are still intact; appar- 
ently good for many years more. 



Wisdom. 
As your teeth are wanted to last — for 
time to come — begin at once their daily 
antiseptic cleansing with, etc. 



A Plain Range! 



THE ENGLISH OF ADVERTISING WORDS 281 

MIGHTY EASY ! ! 

To Get 
"Common-Sense" Suspenders 



NATIONAL" Tailored Suits 



Seventeen years on the market, and like the 

famous Bon Ami Chick — "It hasn't 

scratched yet." 

Hasn't scratched yet!!! 



It cleans, scours, polishes — and it does this easily. 
They'll All Be Glad 



Trade-Marks. 

The following information will be found valu- 
able in the securing of a trade-mark. A trade- 
mark is, as the name implies, a mark placed upon 
the goods of a manufacturer to indicate ownership or 
origin. 

The following classes of words or marks may be 
registered as trade-marks in the United States Pat- 
ent Office: 

An arbitrary term or phrase, a coined word, or 
symbol. 

A picture or facsimile signature of the applicant, 
or of another than the applicant providing their 
consent be obtained. 

The name of an individual, firm, or corporation, 
when written in a distinctive style. 

The name of a periodical publication. 

Geographical terms, words descriptive of the goods 
upon which they are used, and the names of indi- 



282 ADVERTISING 

vidua! firms, or corporations, when not written in a 
distinctive style, which has been in continuous and 
exclusive use since 1895. 

A trade-mark may be registered by an individual, 
firm or corporation. It is necessary that the mark 
be in actual use either in interstate commerce or in 
commerce with foreign nations, or with the Indian 
tribes before the filing of the application. 

A complete application for the registration of a 
trade-mark consists of a petition, statement, declar- 
ation and drawing in accordance with the rules of 
practice formulated by the Patent Office. 

A description of the trade-mark is required only 
when necessary to express colors not shown in the 
drawing. A statement is required of the manner 
in which the trade-mark is used and the length of 
time during which it has been used. A drawing of 
the trade-mark and five specimens, or, when not pos- 
sible to give five specimens, facsimiles of the trade- 
mark must also be included in the application. 

The drawing must be made upon pure white paper 
equal in thickness to two sheet Bristol board, size 
10 x 15 inches. A margin line is to be drawn one 
inch from each edge, leaving a "sight" 8 x 13 inches. 
A space of not less than 1*4 inches is to be left for 
title, etc., measuring from one of the shorter margin 
lines. When the sketch is horizontal the title is to 
occupy the right hand side of the sheet and to be 
printed so as to be read when sheet is turned to 
upright position. 

Drawings must be made with a pen, India ink 
being used ; every line must be clean, sharp and 
solid, not too fine or crowded, open surface shading 



THE ENGLISH OF ADVERTISING WORDS 283 

when any is used; proprietor's name is to be placed 
at the lower right hand corner of the sheet when 
in vertical position, and within marginal lines. 
Drawings must not be folded or rolled for trans- 
mission. 

The application must be accompanied by a written 
declaration to the effect that the applicant believes 
himself to be the owner of the trade-mark sought 
to be registered and that no one else to the best of 
his knowledge and belief has the right to such use, 
either in the identical form or in such near resem- 
blance thereto as might be calculated to deceive. 
That the trade-mark is in actual use, and that the 
description and drawing presented truly represent 
the trade-mark. A fee of ten dollars must accom- 
pany each application. 

No trade-mark shall be refused registration un- 
less it consists of or comprises (a) immoral or scan- 
dalous matter, or (b) the flag or coat-of-arms or 
other insignia of the United States or any resem- 
blance thereof, or of any state, municipality, or 
foreign nation, providing that no trade-mark shall 
be registered if identical with or nearly so identical 
as to be likely to cause confusion or mistake. 

No mark consisting merely in the name of an in- 
dividual, firm, corporation or association, not written, 
printed, impressed, or woven in some distinctive or 
particular manner, or in association with the portrait 
of the individual, or merely in words or devices 
descriptive of the goods, or merely a geographical 
term, shall be registered unless such mark, words, 
or device was in actual or exclusive use as a trade- 
mark of the applicant or his predecessors from whom 



284 ADVERTISING 

he derived title for ten years next preceding the 
passage of the act of February 20, 1905. 

Any person who believes that he would be injured 
by the registration of the trade-mark must file notice 
of opposition with grounds therefor within thirty 
days after the publication of the marks in the Offi- 
cial Gazette. If no notice of opposition is filed 
within thirty days, the Commissioner of Patents 
will issue a certificate of registration. If the appli- 
cation is refused, the applicant is notified together 
with a statement of the reason for the action. 

An interference may he declared by the Commis- 
sioner when the trade-mark sought to be registered 
is identical with the trade-mark appropriated to 
goods of a similar nature for which a certificate of 
registration has been previously issued to another, or 
for registration of which application has been made, 
or which so nearly resembles such trade-mark, or 
a known trade-mark owned and used by another, as, 
in the opinion of the Commissioner may be mistaken 
therefor by the public. 



CHAPTER XVI. 
THE ETHICS OF ADVERTISING. 

In every game of life the question arises as to what 
is fair and unfair. When a man has succeeded, the 
critic steps in to judge of his account ; and if there is 
the slightest suspicion of fraud his success is imme- 
diately discounted to the joy of his jealous competitor. 
The discreet advertiser is he who recognizes this con- 
dition and whose acts conform to what is generally 
admitted as the standard ethical code, subject to such 
desirable changes as experience recommends and 
warrants. 

Once upon a time the advertising of every news- 
paper and magazine was as promiscuous in its con- 
tents as colored stones along the seashore. The reader 
felt his every ailment to be cured. Goods of all de- 
scriptions were not being sold but simply handed over 
the counter for a mere pittance. Each firm competed 
with others to reduce the price as close to nothing 
without reaching nothing as possible. People bought 
goods, too; money was made. At first any sensation 
brings results, but it is the after effect which must be 
guarded against. An analysis of this after effect has 
brought merchants to realize that there is a law of 
order and decency even in advertising that must be 
regarded if advertising is to be cumulative in effect. 

285 



286 ADVERTISING 

We often hear the statement "Jack of all trades 
and master of none." This proverb associated with 
an individual stamps him as a failure in the com^ 
munity in which he lives. In other words, instead of 
applying himself diligently and conscientiously to the 
details of a given line of work, he has passed super- 
ficially from one thing to another until he has broad- 
ened out at the expense of the depth. His friends 
count him a failure and extend only pity. For a 
while he was able to deceive them, but when the test 
moments of strength to cope with the difficulty came, 
he was not equal to the emergency. So it is in adver- 
tising. Those firms which occasionally thrust them- 
selves into the attention of the masses, offering the 
most tempting of goods at ridiculously low prices, are 
soon found out in their falsehood. They have not 
considered advertising in its relation to every part of 
its particular business and have neglected detail only 
to become shallow. A lie tends to travel rapidly. It 
takes an exceedingly good memory to be a good liar 
It is not long before the populace takes up the cry, 
traitor! traitor! The masses, at last, grew tired of 
this shrieking hysteria of advertising and through a 
sheer feeling of contrast began reading the saner ad- 
vertisements. 

The sane advertisement now holds sway and a large 
percentage of the masses have come to look with sus- 
picion upon too highly colored an article. Who can 
ever forget the medicine advertisements' power over 
the people ?. Those testimonials giving actual names of 
people, places and dates were decidedly authoritative. 
To many, that the thing was printed was sufficient to 
convince of its supposed truthfulness. In this day, 



THE ETHICS OF ADVERTISING 287 

people have come to realize that if a thing does appear 
black on white there must be further evidence of 
proof before a favorable decision is to be reached. 
This statement will only hold good with respect to a 
certain percentage, for there will always be people at 
that particular stage of development who are suscep- 
tible to the sensational. AVhenever the sensational 
can be backed up by goods themselves and every one 
sees the truth in sensation, a run follows. 

For instance, a first-class dry goods store is in the 
habit of having a remnant sale on Friday. When glar- 
ing headlines announce the fact that organdies, lawns 
and dimities worth twenty-five cents a yard are to be 
had for eight cents, a grand rush is to be the result. 
People have previously come to know regarding the 
integrity of this particular firm, hence an immediate 
response from all parties. A properly worked combi- 
nation of sensation and reliability can always be de- 
pended upon to bring sweeping results. It is the mob 
spirit, which affects, alike, rich and poor, young and 
old, black and white. 

Magazines were the first to recognize the evils 
arising from the acceptation of any and all advertis- 
ing matter. People began unconsciously to discount 
the value of a paper when it printed those things 
which, if not boldly untrue, were at the very 
least subject to the greatest suspicion. As certain of 
the editors began to eliminate this objectionable ele- 
ment from its pages, the standard of the paper rose. 
Now many estimate the value of a paper by the char- 
acter of its advertising matter. Some magazines 
have gone so far as to guarantee absolutely every ad- 
vertised article and to refund to the answerer the total 



288 ADVERTISING 

amount lost, in case falsehood can be proven. Even 
church papers have been caught in the whirr of loose 
advertising. Strange to say, some of them seem to be 
the last to eliminate from their columns much of this 
objectionable matter. The money made from the mag- 
azine itself has been too tempting an offer. A certain 
religious old lady declared that she bought only those 
goods which were advertised in her religious paper. 
It is just this feeling of responsibility that the man- 
ager of any paper must have with regard to the qual- 
ity of his advertisement. 

As magazines were the first to recognize the harm 
of the untruthful matter and first to revise their 
columns in this respect, so they are the first to reap 
the benefits of such a movement. Their advertising 
sections are crowded with announcements by repre- 
sentative firms. The standard of reading, the best 
possible, and the advertisements from honorable 
firms, have created a demand for the magazine. Now 
advertisers are willing to pay as much as seven or 
eight thousand dollars for the single page of certain 
representative journals. Thus all interested parties 
who are desirous of accumulative business effect are 
united under a common system which brings satis- 
faction to all. 

The newspapers are now beginning to awaken to 
the fact that they have a duty to perform for their 
readers. As the management of the paper realizes 
that people buy goods because they have advertised 
them, it is realized that it means suicide to destroy 
the confidence established. A reputation of associa- 
tion with the best business interests again proves for 
the populace, "birds of a feather flock together/ 



*> 



THE ETHICS OF ADVERTISING 289 

Every paper is seeking for an additional subscrip- 
tion list and as confidence is one factor to make this 
possible it behooves the various departments to con- 
sider their advertising pages as conducive of such an 
element. Really, then, advertisers in any paper 
should take into consideration two things: first, the 
confidence of the public in its pages ; second, the cir- 
culation. On these, competition should be waged. 
Those advertising reputable goods in newspapers owe 
it to themselves to insist upon the cleanest array of 
printed matter possible on the part of the newspapers 
in which insertions are made. Thus the war wages 
between truthful publicity, backed up by the adver- 
tiser and newspaper management on the one hand, 
as opposed to lying publicity, backed up by un- 
scrupulous merchants, advertisers and fakirs on the 
other. 

Among advertisers themselves certain difficulties 
have arisen which seek for an ethical solution. In the 
"Printers' Ink" is a discussion of the right of one 
man to copy another's layout. The war is waged be- 
tween Shannon, dealer in hardware, and Kirschbaum, 
a dealer in men's furnishings. (See No. 1.) Shannon, 
who has followed this style for about fifteen years, 
claims that Kirschbaum has taken the style up bodily. 
To every ethically inclined advertiser the question 
arises, "How much am I permitted to imitate 
others ? ' ' 

"There is nothing new under the sun," has a cer- 
tain element of truth in it. New things seem to be 
combinations of the old. Ethically, in advertising 
any new thing should have right for expression if its 
imitation does not violate any of the following: first, 



290 



ADVERTISING 



its new appearance should not be such as to confuse 
the mind of the average reader with the advertisement 
of a competitor; second, it should not be such a com- 
bination that the distinguishing' feature of the origi- 
nal is the distinguishing feature of the imitation. 
When all has been said, the only real harm that is to 
be openly decried is the thought of the first. As for 
absolute originality not one of us has it, and if the 
world were to depend for progress on the theory of 



p222^ Pongee Shirts 
at a big 
Saving 



many of thmi. 
And they're .Such 
unusually big val- 
ueatthe pricethat 
ihey 'II probabl} 
be snapped up in 
next to no time. 
• But while they 
last you can take 
themaway $100 
for l«»cb 

H«w'» thx? Fine; 
pongee. that look] like 
s-lk android, in lui 
tre e»en after the liun- 
dry man hat hid hit 
whack at it. 

PI. m or pltucd botomj. 
Fremiti uli. 



Kirshbaum 

926 Cfiftntt 



5SKl 



Your garden 
needs & good 
big drink 

every' now and then, 
lo Keep it looking 



often, lackini 
when they'i 
most. So g 



walk and the street. 
Surprising how it 
cools things off. 



nil ...r.|. !,„,< 



Shannon 

HARDWARE 

816 Chestnut 



NO. 1. 



those denying the rights of others to ever use any 
other element in existence the growth of ages would 
pass away. 

In the case of Shannon vs. Kirschbaum, the writer 
fails to see how Kirschbaum could be condemned at 
all for his copy form. The mass would never detect 
a similarity. There are a thousand firms to-day em- 
ploying a similar form. Why? Because certain 



THE ETHICS OF ADVERTISING 



291 



psychological principles are observed here which 
would tend to create a similar advertisement without 
a single attempt at imitation on the part of many a 
conscientious advertiser. 

Not long ago I. had occasion to use one of the Karo 
Syrup advertisements and began a search through 
one of the magazines. I thought that I had selected 
one and had it cut from the page when the revelation 
came that I had one of Kingsford's Corn Starch ad- 




mmMmmgKm 



nPhe good cook knows 

-*- that a spoonful of Kingsford's 
mixed with the flour makes perfect 
b«&« pie -crust.. She also 
knows that 

Kingsford's Corn Starch 

far better than flour for thick- 
ening gravies, soups and sauces. 

IS* Send a post card today, and J2jj 

T""' we will mail without charge ' 

; g our rennarkahie little Coofc Book 

» "G."— "What a cook ought to 

| §j know about corn starch." 

i 1 It contains ojic hundred and 
tght of the best recipes 








tried. 



in . ■ 



T. Kingrford & Sod 



"A-TBrn 



No. 2. 



vertisements. No. 2 has a motherly looking woman, 
similar in appearance to the woman advertising Karo 
on the bill boards of the city. 

In reality the Kingsf ord people advertised the Karo 
company. Now if one firm appropriates another's 
form intentionally thus to profit by another 's previous 
publicity, it is to be ranked as stealing. On the other 
hand, such a condition as exists above is injurious to 



292 



ADVERTISING 



one or the other's business and an agreement should 
result in a change of copy that would not prove detri- 
mental to either party. 

Nos. 2 and 3 were shown to several very quickly 
and then withdrawn. The majority seemed impressed 
with the idea that each advertisement was that of 




CHILDREN love bread and Kara. Give 
all thev want. It's the rnost whole 
thing they can eat — Karo is pure, nourish- 
ing, higher in food value than other syrups — and 
more digestible. Folks who find that other syrups 
do not agree with them, can eat Karo freely. 



Gridillc Cakes 



CORN SYRUP 



Ginger BreaJ 
Cookie- 
Candy 



•Send your name on a post card for Karo Cook Book 
—fifty pages including thirty per/cct recipes for 
home candy-making— Fudge, Taffy, Caramel*, 
Butter Scotch, and especially "Karo Sweet 
Divinity ' '— the bm>k tells. 



No. 3. 



Karo. Psychologically, the law of repetition on the 
part of the Karo people in the extensive campaign of 
the past winter, and the law of association because 
of their variety, yet individuality, made a less promi- 
nent-at-this-time advertised firm, whose copy is simi- 
lar, serve to advertise another firm. 



THE ETHICS OF ADVERTISING 



293 



Nos. 4 and 5 are interesting in that they possess 
similarity of treatment. These four advertisements 
at least furnish material for discussion involving the 
following questions: Are they similar enough to 
arouse a suspicion of imitation? Did the same man 
design copy for both? How does similarity affect the 




HERE'S the syrup for griddle cakes! 
Pure — wholesome— '-delicious. . 
You can eat more Karo than any other sweet. 
You can eat mpre cakes — like them better 
and they will. like you better. 

Karo CQrn+SMrup 



No. 4. 



respective firms in impressing their goods by this 
similarity of advertising? If there were complaint, 
how should an adjustment be made? 

There is a tendency on the part of many to show up 
the imperfections of a competitor. Psychologically it 
has been proven bad ; ethically it is likewise poor. A 



294 



ADVERTISING 



man who is continually depending upon the defects of 
others for advancement soon gets the reputation of 
such and arouses not only sympathy for the down one, 
but indignation for the thrasher. The world has sym- 
pathy for the under dog. Again people admire those 
who are constructive in their attitude toward things 




THERE is a Cake-Baking Secret 
known to good COoks that should interest 
every housewife. 

<pt's the use of Kingsford's Corn Starch— not only in 
the filling, but in the cake itself one part Com 
Starch to three parts flour. It makes the daintiest 

smooth, light cake imaginable. 

KINGSFORD'S CORN STARCH 

:s absolutely necessary (or the best Angel Cake. White Mountain and 
other while cukes. Use one-hall cup corn starch mixed with the flour. 
«} KINGSFORD'S has a hundred uses. The food cook reaches for the 
familiar yellow package a dozen times j day. It's on her grocery list 
every week. 

<S .4 Word, to Kinxsford Friends Send us the name of any young 
houscwllc who thinks that Corn Starch is used only for puddings or 
desserts; we will send her our new little Book (J), "What a Cook Ought 
to Know About Corn Starch," We will gladly mail you without cost a 
copy too il you like. 

T. KINGSFORD & SON. OSWEGO, N. Y. 



No. 5. 



and not destructive. Good qualities brought before 
the mind affect the mind favorably ; good and bad to- 
gether discount the possible good effect. The spirit of 
live and let live should govern a man's life. The 
statement that every competitor is my equal in at 



THE ETHICS OF ADVERTISING 295 

least one respect should be recognized. If it is not 
true the consumer will soon come to realize it and 
naturally bring to pass a stream of trade in the right 
direction. 

Pride is an element which can hurt an institution 
of however great a standing. Too much pride begets 
a feeling of contempt on the part of others. Hence 
every successful advertiser should take heed lest he 
fall, remembering the passage that "pride goeth be- 
fore a fall." It is possible for an individual to have 
obtained the highest success imaginable and yet to 
have associated with it a spirit of simplicity, a dis- 
play attractive but not ostentatious. It is not my in- 
tention to say that the "Ladies' Home Journal" has 
introduced dangerous pride into the spirit of its ad- 
vertising; nevertheless to the average reader a pecu- 
liar combative spirit arises upon the presentation of 
the advertisement on the next page. 

The feeling of live and let live, as suggested above, 
does not entirely exist. A prolongation of this kind 
of a campaign would result in disgust on the part of 
the reader. Both papers are excellent and recognized 
as such. Why need they resort to quite so authorita 
tive statements and comparative powers? There arc 
other ways of retaining and increasing the already 
comparative degree of admiration. This kind of 
publicity will not bring to pass the superlative 
degree of success. 

Sensation and Intelligence. 

While people generally are first impressed with first 
sensation, somehow intelligence comes to occupy a 



296 



ADVERTISING 



The BUTTERICK Company 

reprints below an advertisement of 

The CURTIS PUBLISHING COMPANY 

with some comments 



Birds of a 
Feather 



It Is not the policy of 
The Ladies' Home 
Journal t6 allude to its 
contemporaries. Never- 
theless, we feel It proper 
to point out occasionally 
that Th* LADIES' Home 
Journal has been 
(As leader, tb 
force in journalism 
women. The 
in magazine quality 
the progress in helpful 
ness were conceived in 
The Journal. 



*7kl* GAtzfcJUmf a-i&u 



Ktn*S AuO -*\tt\ 



«*>*,- 



/3,£***Lr- sz>\\*X> "fe""tfcUo fto^'c*|. 



aalism IgJaa* ^ 11 > — • 

advance. filf e2o*^S- <U& tSC**. U X.A, 

uality and * . . 6 

k.Vswcr-. ^ ej&e^ ^Jli Tt.y Or\«. Txor.'c-a. 



Those who fcjiv know 
what the leader has done 
and rs rfo/ntf, but they do 
not know what he is rfointf 
to da next. In short. iBe^ja^Jf** 
force that make* a leader 
mainraj'nj a leader. 

We have emphasized to"" 
our ' advertiser* thfc im. 
portance of being It, front 
—of doing a thing jlrsf. 
Advertisers with tlTTS" 
anfbition will do well to 
consider the advantage of 
having their advertising 
associated with the maga- 
zine which is first In cir- 
culation, first in initiative 
and first in influence. 

The Curtis 
Publishing Company 

Philadelphia 




lr* ald^AA-© Trovvva-. x/©« 



VouA*s*JL 



U*>*uftSfon«|& 



**■ — ■^t— fL. ecu*fcj$r~*j$. L*z\~<xbvz£rti 



-?H^, 



U ~/ta. 



*, 



C3Ko.ro.tTtr OO^Cm-j^J^-?^^ <w «. A*J?»w 



^-omaXz3«i 



Y"<f° 



o-fl\ "Hi 



/ ( joe,eoo cobie^ 






This answer of ours is not meant to be smart — but fair. We telieve 
in strong competition. We do not believe in "knocking" a competitor. 

THE BUTTERICK COMPANY. 



THE ETHICS OF ADVERTISING 297 

place as the abiding element in their minds. As be- 
fore suggested the cheapness of goods was, and still is 
with many, the chief basis of appeal; but there are 
other things regarding any article which can be made 
equally attractive and fascinating. "Something for 
nothing" does appeal, yet in this day of multitudes 
crying their wares, the same plea loses its effective- 
ness. As a result of the recognition of this principle 
we have a tendency on the part of many away from 
the price of an article to the presentation of its de- 
sirable qualities. The idea is conveyed that if you 
can afford but three dollars for a pair of shoes, this 
shoe with regard to specified features will meet the 
demands of any reasonable individual. One adver- 
tiser put it in this way : " If an advertiser can make 
the public feel that there is an ideal behind his busi- 
ness and his personality, he benefits, the community 
benefits, and he benefits from the benefit to the com- 
munity. ' ' 

Goods and Prices. 

So in advertising the idea is not necessarily to 
quote prices that are decidedly low. The conception 
is that the cost of a thing determines its selling price 
and that too much cannot be expected for an ordinary 
article. With the growth of this idea competition as 
to mere price has waned and the struggle is for as 
superior goods as a fixed amount will warrant, still 
giving a decent margin to the producer. This kind of 
competition is without the exaggeration of low prices, 
but with the praise of certain definite qualities. It 
teaches the multitudes regarding the points worth 
consideration in an intended purchase and does not 



298 ADVERTISING 

lead them to expect so much that they seem surprised 
when the articles wear out. A man should be made to 
see that a three dollar shoe cannot be made so well or 
give such service as a six dollar pair. 

Prices of goods should then come to be one of the 
qualities measuring true value. They should be as 
nearly the same as possible in standard articles. A 
varying price breeds dissatisfaction. While certain 
seasons of the year have come to mean real bargain 
sales in many stores, nevertheless, standard goods 
marked down in season create suspicion. 

Manufacturers are beginning to sign contracts with 
retailers, stipulating that no goods are to be sold at 
reduced prices. If this is broken the goods are im- 
mediately withdrawn and a refusal made to sell again. 
The manufacturer who has done considerable national 
advertising and has created a demand among the 
people, of course, has a power which forces the re- 
tailer to be subservient to such demands. A new 
article unadvertised could never bring the retailer to 
the recognition of such a policy. The other day 
found me in a drug store purchasing three advertised 
articles whose regular price would have been 75 
cents. Imagine my surprise upon being told that 63 
cents would pay the bill. Immediately a feeling of 
disgust at the excessive profit of some one arose. The 
public were being taken advantage of. This kind of 
procedure will soon educate the public with regard to 
the enormous profit that some one makes on a 75 cent 
sale. When a competitor reduces the price and ad- 
vertises that it is the best on the market, equal in 
quality to higher priced articles, he will be believed. 
People say that the new man has merely gotten the 



THE ETHICS OP ADVERTISING 299 

price where it belongs, and as a consequence he 
flourishes in the recognition. A fair price for a good 
article is granted legitimate by every one, but when 
advantage is taken of people's ignorance, the mind 
somehow is compelled to act and formulates a busi- 
ness creed readily adopted by a wiser and more con- 
siderate competitor. A drug store was offering re- 
duced prices on a certain advertised brand. The com- 
petitor heard of the movement and informed the 
manufacturer. The sale was soon stopped. Thus we 
see a tendency for the manufacturer to regulate the 
selling price of his goods and to maintain for it a 
price that might prove detrimental to its sale by an 
unscrupulous or unthinking retailer. 



CHAPTER XVII. 
THE SHOW WINDOW. 

Yes, it means just what it says. There is borne in 
every individual a tendency toward display in one 
form or another. P. T. Barnum started the circus 
and it has come to stay. Why? Because it somehow 
appeals to our primitive tendencies to be struck with 
awe, to admire, to be curious or to be pleased. The 
mere sight of the tents with their flags of many na- 
tions, the sound of driving stakes, the cries of ani- 
mals, and the gruff voices of men are enough to cause 
every one to take notice at least once. It depends on 
the variation of program and the number of chil- 
dren in our own family as to the time we remain a 
patron of this yearly pageant. 

To the merchant who is wide awake in seeing the 
possibilities of utilizing these human traits, the show 
window has proven a decided blessing. The small 
merchant on the block of a busy thoroughfare with a 
store front as pictured in No. 1 wonders why his 
competitor down the street is so much more success- 
ful. No. 2, on page 302. 

Windows of our department stores show as much 
difference in general effect as is brought out in these 
illustrations. 

300 



THE SHOW WINDOW 



301 



As one writer forcibly expresses it, ''The show 
window is the brass band, his press agent, his biggest- 
of-all advertisement that does not wait for the cus- 
tomer to come in, but reaches out through the plate 
glass, grasps his man by the arm and leads him into 
the store where he belongs." The show window re- 
flects to the masses their ideal selves and they like 
thus to admire themselves in passing. But people tire 




No. 1. 



of the same dress and a consequent change in appear- 
ance is made necessary. Thus we find that one mer- 
chant has neglected to use action and human nature 
to get business and has failed : his competitor has em- 
ployed both and has succeeded. 

The first methods of window dressing were indeed 
crude. The evolution has been from the mere stock- 



302 



ADVERTISING 



ing of goods in the windows to the most scenic or 
spectacular of shows, and finally to the present state, 
the pinnacle of its rise, that of an assimilation of art 
and utility. It has passed through its experimental 
stage and is no longer a theory but a universally ad- 
mitted fact. From a mere bolt it has become one of 
the foundation pillars of a publicity system in all 




By John Curits &■ Son. Lid. 



An Ideal Drapery Front. 



No. 2. 



modern department stores. It would be well for those 
who are biased in favor of the written advertisement 
to consider that this phase of publicity is restricted in 
influence. While this is also true of the show window 
it must be admitted that the show window is more 
economical and that with its peculiar method of ap- 



THE SHOW WINDOW 303 

peal can influence the public when written advertise- 
ments have failed. 

The difference between a written advertisement and 
the show window is the difference between the written 
description of an oil painting and the oil painting it- 
self. Words which may appeal to one man as fine 
in a given description may not strike the fancy of 
another : seeing the goods may strike both. Moreover, 
the written advertisement is for the people at home, 
while the window is to catch the glance of a passerby. 
Many concerns have their advertisements reinforced 
by the show window displays. The window thus be- 
comes the eye of the modern store, which according to 
its beauty, either attracts and fascinates or, devoid 
of this quality, fails to allure the average passerby. 

A well dressed line of show windows will beautify 
the store front, but this beauty is only a means to an 
end. Its real function is to present merchandise to 
the public in such a way as to appeal not only to the 
pocketbook but also to the senses. The window trim- 
mer is a salesman and a show window is his "line of 
talk." In order to successfully sell goods in this in- 
direct way, he must have highly developed instincts 
of salesmanship and advertising. The clerks make 
the actual sales after he has introduced the man into 
the general atmosphere of the store. 

The general effect of the show window display 
should harmonize itself in three respects: First, the 
background and setting should never be more elabor- 
ate than the merchandise itself. With this condition 
the goods would sink into insignificance while the em- 
bellishments are made important. The goods are to 
be the objects of interest, and art is to be employed as 



304 ADVERTISING 

a means to an end rather than the end. Secondly, 
the impression made regarding goods in the window 
should be the impression made upon the prospective 
customer as he enters the particular department for 
the displayed goods. This necessitates an inside dis- 
play on the part of each department as nearly equal 
in effectiveness to the trimmer's work as possible. A 
woman visiting a strange city had been enticed by the 
elaborate outside display into the store. "How dis- 
appointing!" was her exclamation, "I thought that 
the interior of the store would be equally as fine as 
the beautiful window display." Third, the customer 
should be able to obtain the same kind of goods as 
displayed. Suspicions of unfair dealings are likely to 
be aroused when such conditions arise; at the very 
least, it will irritate the customer. It has been ob- 
served that whenever the goods displayed have been 
sold out and others equally as good and sometimes 
better are shown, the customer refuses to have them. 
The display of that particular article in that particu- 
lar way has made an impression which can only be 
satisfied by the possession of that one thing. It is 
useless to argue if you have created a desire for a 
thing. As a merchant, it is your duty to be able to 
supply the demand. 

The real test then of a display is not in the artistic 
effect but in the actual cash benefits that a merchant 
derives from it. The accurate definition of a show 
window would include an analysis of these factors— 
attention, art, novelty, utility, desire, money, goods, 
and the trimmer. 

Having considered the general effects of the win- 
dow display, let us turn to the man who does the 



THE SHOW WINDOW 305 

work, the trimmer. Upon him, individually, the firm 
places the responsibility of selling goods, not only in 
season but out of season. When goods are not in 
urgent demand, a demand is to be created. This end 
is realized when a man having intellect, a knowledge 
of human nature, and the artistic sense, is brought 
to loan his personality in the display of goods. 

Without an aptitude for these qualities, a man is 
in the wrong sphere for success. Experience is the 
only and best teacher and with such a man, intuition 
plays as great a factor in getting results as knowl- 
edge. No other school for window dressing than that 
offered by the big stores is needed, although those 
more ambitious frequently supplement the work with 
art courses. To come in touch with experts actually 
doing the work is of primary importance in this art. 
It often requires many years to become thoroughly 
proficient. 

Color. 

The value of a window display as a trade attrac- 
tion is hopelessly lost if the colors are not arranged 
intelligently and artistically. In order to combine 
colors harmoniously, a natural aesthetic sense alone 
will not suffice; it must be supplemented and broad- 
ened by a fundamental knowledge of the principles 
of the production of colors. 

There are three general color classes. Red, blue 
and yellow are known as the primary colors. All 
other colors are the result of a combination of either 
two or all three. 

The second class known as secondary colors are 
also three in number; namely, orange, purple, and 



306 ADVERTISING 

green. These are a combination of two of the pri- 
mary colors. Red and yellow give us orange; blue 
and red produce purple; blue and yellow produce 
green. By the combination of these primary and 
secondary colors, any two or more, all other shades 
and tones are produced. 

The third class is known as half -colors, or middle 
tones and are produced by an equal combination of 
one primary and one secondary color. 

Colors stand in one of three relations to each other ; 
they either harmonize, contrast or clash. In making 
a display of merchandise it is sometimes desirable to 
have strong contrasts, in other cases a perfect har- 
mony is desired. A clash of color is never wanted 
and can be easily avoided with care and study. 

In order to be quite specific let us consider each 
color as coming under one of these three classes, 
namely: primary, secondary or middle tones. 

Colors of one class do not form strong contrasts 
with each other but harmonize. To produce con- 
trast, colors of different classes must be placed to- 
gether. Colors of the same class blend perfectly 
Color combinations between a harmony and con- 
trast are clashed. For example : yellow is the best 
contrast for purple. Orange and green harmonize. 
Red-orange and blue-green clash with purple. 

There are many different shades and tones of col- 
ors which are produced by the addition of white, 
some third color or unequal proportions of two 
foundation colors. When white is used to reduce a 
color the result is a shade. All shades harmonize 
with the parent color. When some other color is 
introduced or unequal proportions of the founda- 



THE SHOW WINDOW 307 

tion colors have been used the result is called a tone. 
Tones of a color are usually inharmonious with that 
color. 

There are times when it is impossible to arrange 
goods with regard to color only. Then it is necessary 
to place two colors near together which clash. The 
introduction of white between them will serve to 
neutralize and soften the effect. 

When the majority of goods displayed in one 
window are alike in color, the background should be 
dark. The same principle applies when the goods 
are dark, the background should be light. 

Again the window dresser must understand the 
pulse of the masses that flock by the door. He must 
have a knowledge of passing events, locally and 
nationally. The customs of the centuries must be 
brought forth at the opportune moment. Every 
season, almost every week of the season, has its 
specific style of decoration. The ingenuity of the 
decorator is taxed to the utmost for on no two simi- 
lar occasions must there be a repetition and no two 
stores wish their windows to look alike. 

The different seasons whose spirits are universal 
are the religious and patriotic ones. It remains 
with the store to create purely commercial seasons. 
The point of it all for the trimmer is, to catch the 
spirit of the particular season and to bring this out 
in the decoration scheme. The department stores 
take advantage of Washington's and Lincoln's birth- 
day, Easter, Decoration Day, the Fourth of July, 
Thanksgiving, Christmas, and any other passing 
event of importance. For these events a universal 
spirit has already been created. The changes of 



308 ADVERTISING 

the seasons bring changes in styles. Stores have 
come to have regular openings when the display of 
goods is so thorough that the prospective buyer has 
an intelligent notion of the season's fashions. Peo- 
ple come to look forward to the announcement of 
these openings in order at the beginning of the sea- 
son to plan their buying. Again, there are sea- 
sons for traveling. Summer and winter bring forth 
the trunks, bags and other necessities for comfortable 
journeys. June is the month of marriages and, of 
course, this must be regarded. 

The decorator takes advantage of these seasons. 
Let us enumerate several and see how they are sym- 
bolized by him. The Easter season has come. To 
arouse enthusiasm, he himself must be able to enter 
into the Easter spirit. The idea of peace rules the 
mind of man. The dove is brought forth as its 
symbol. Lavender is the season's color, while the 
lily, symbolizing purity, is the flower. The sago 
leaf, ferns and other plants are also used. The 
Easter lily represents the beauty of the spirit of 
Christ. The people are looking for a manifestation 
of these feelings, and when they get them, they are 
pleased. 

Christmas represents the joyous season. To reflect 
this the brightest hues and materials are used in 
the decoration scheme. The children must be ap- 
pealed to. A live Santa Claus in a fairy tale house 
is arranging a Christmas tree. This arouses the 
curiosity and wonder of the children. Custom has 
created an inborn tendency to look forward to this 
event. Bear in mind that the object of all this dis- 
play is to bring the people into the store, and this 



THE SHOW WINDOW 309 

generally means a sale. The store abounds in red 
and green colors, with a profusion of holly and 
mistletoe. An appropriate flower for the season and 
one that is much used is the poinsettia, a plant 
which develops in southern California during the 
winter season of the northern hemisphere. Christ- 
mas bells are to be seen on every hand. 

June is the bridal month. One display window 
shows the bride and her maids with the requisites 
of an outer wardrobe. Another is labelled "Appro- 
priate Gifts for a Bride." AVe also find silverware 
and cut glass, pictures and jewelry, all suggestive of 
appropriate gifts. 

At Thanksgiving time a dining room is imitated. 
On the table the food has been set ready for a ban- 
quet, with its sparkling wine and tempting confec- 
tionery. 

During the patriotic seasons, as the Fourth of 
July, the American flag, pictures of soldiers in bat- 
tles, and war relics are arranged so as to form an 
artistic picture. This symbolizes the spontaneous? 
patriotic expression of the people. 

Thus we see that the decorator constantly plays 
the part of a ringmaster. His work must bring the 
applause of the masses. In addition to this knowl- 
edge of the interest of the people, he is compelled to 
know and appreciate the value of each article in 
the store. From every department he must draw 7 
the materials with which to carry out his practical 
and artistic ideas. Harmony of color, proportion 
and timeliness are essentials for a successful window 
display. Window dressing thus demands originality 
and perseverance to meet with success. In the 



310 ADVERTISING 

former requisite the decorator's ingenuity is taxed 
to the utmost. He must produce not one original 
scheme, but hundreds. Every day of his life he is 
expected to give forth a display which in its general 
aspect is new. This often necessitates toiling with 
many assistants late into the night that the light of 
another day will give to the new crowd another dis- 
play without too long a curtain delay. 

Knowledge of Goods is Necessary. 

Too much stress cannot be laid on the importance 
of familiarity with the merchandise. Unusual is 
the face that is not rendered softer and more pleas- 
ing by a cleverly arranged window of wearing ap- 
parel or household goods, placed in the proper setting 
and displaying faithfully the prevailing fashions as 
well as the usage of each particular article. In 
order to accomplish this it is necessary to study 
carefully the fashions not only of wearing apparel, 
but also of household goods. Thus each line of 
merchandise should be treated according to its kind, 
its use and the prevailing fashion. Care should be 
given to the selection of the accessories, that is, the 
articles properly or usually used in conjunction 
with the featured article, in order that the display 
be complete and correct. 

Suppose a window is to be dressed with satin 
dressgoods, each pattern being of a different color. 
The trimmer will first ascertain the use of this 
material which, in this case, would be appropriate 
for evening costume. The next step would be to 
treat the background in such a way as to convey 
the idea of luxuriousness ; if possible, giving a salon 



THE SHOW WINDOW 311 

effect. Having determined the number of dress 
patterns necessary, he would select the fixtures, 
skirt forms, figure forms and any other fixtures the 
occasion required. These would then be arranged 
so as to give the proper proportion and symmetry. 
After considering the prevailing fashions for cos- 
tumes made of this material, he would drape the 
figures or skirt forms with the material so as to 
delineate this fashion, first arranging the colors in 
harmonious combinations; never, however, under 
any circumstances, cutting the goods. The costumes 
would then be embellished with lace trimming, rib- 
bon or whatever else was becoming and fashionable. 
At this point the window would be only half devel- 
oped; to supply the need in the window accessories 
would be added. In this case there would be slip- 
pers, opera glasses, picture hats, long gloves, jew- 
elry, etc. Each detail must be arranged most pains- 
takingly so as to harmonize here or contrast there 
and always observing the laws of proportion and 
harmony. 

If the window is dark, the light colors would be 
placed in the background, and if the window is 
light the dark colors would be placed in the back. 
The accessories not only serve to embellish the dis- 
play, but also create a demand for these articles. 

Fixtures. 

The mechanical phase of the question must be 
regarded, as proper fixtures are absolutely necessary 
in the making of a display of that merchandise which 
will be both pleasing and attractive to the public. 
With the right kind of fixtures and equipment, the 



312 ADVERTISING 

outline and arrangement of the display may be 
given right proportions and symmetry. 

Just as the above principles apply to the depart- 
ment store, they will apply to the dressing of the 
show window of the smallest business concern that 
has its doors and windows open to the passing 
crowd, and just as a man is often judged by his 
clothing, carriage of body and other traits as being 
a hustling or dignified person, so the appearance of 
a merchant's store reflects the wants, tastes and 
peculiarities of his customers. It, therefore, be- 
hooves him to keep alive the interest that people 
have ever taken by a single purchase and constantly 
to present so attractive an appearance that there 
cannot help but be a second call. 

Organization. 

For the purpose of economy and efficiency, a 
system of cooperation or division of labor is prac- 
ticed in the decorating departments of all the large 
stores. A knowledge of this system is valuable, as 
it suggests a valuable improvement in the window 
trimming department of smaller stores. 

At the head of the department is the chief dec- 
orator upon whom rests the responsibility for the 
success of all displays. Next in authority is the 
assistant chief whose duty it is actively to supervise 
the carrying out of all orders. Next in rank are 
those known as window trimmers, who, with the help 
of the assistant chief, do the actual work. Each 
trimmer has working with him a boy whose duty it 
is to help out in every way according to instruction. 



THE SHOW WINDOW 313 

The line trimmers, or department decorators, rank 
next to the trimmers. It is their duty to decorate 
the headings and cases of the various departments. 

Each day a roster has been or is prepared. This 
explains what windows are to be changed, what 
departments are to be looked after for that day, 
and the men who are detailed for that particular job. 
Special instructions are often given when the chief 
director has ideas regarding the display of certain 
goods. It must be borne in mind, that usually each 
decorator is expected to execute his own ideas and 
his own initiativeness, at a moment's notice. 

When quick effects are needed, or when large 
displays are to be installed, for instance, millinery 
openings, furniture sales, white goods sales, the en- 
tire staff cooperates. Back of drawn curtains, some- 
times beginning before the last shopper has left the 
store, the work is begun and finished regardless of 
time. 

Responsibility for Merchandise. 

A window dresser is responsible for all the mer- 
chandise he puts into a window. An account is 
opened and every item used is charged against him. 
See Form 1, next page. When dressed, a window is 
locked, remaining so until time for the next arrange- 
ment. Credit is then given for each article as it 
is returned to stock. 

All expenses accruing to the decorating depart- 
ment are charged to the general expense. The dis- 
tribution of this general expense among the selling 
departments has given rise to a problem involving 



314 



ADVERTISING 



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THE SHOW WINDOW 315 

considerable difference of opinion with, various 
methods of solution. 

The most favorable method of prorating on a 
single basis and one that is used by most large firms. 
is on the value of space occupied by each depart- 
ment. To do this it is necessary to ascertain the 
square foot value of the space on each floor of the 
store which may differ considerably even on the 
same floor. The space then occupied by the depart- 
ment is charged to that department, on the rental 
basis, as established by these figures. The propor- 
tion which this amount bears to the total rental 
value of the building is the proportion with which 
the department must be charged. 

Another method of prorating is by discovering 
what proportion the gross profits of the depart- 
ment bear to the total gross profits of all the de- 
partments combined. Whatever percentage this 
proves to be is the percentage of the overhead ex- 
pense which is charged to the department. 

The third method is that of basing the proportion 
of expense chargeable to each department on the 
portion that the total inventory of the department 
bears to the total inventory of all the departments 
combined. As each of the three methods have their 
good points, there is no good reason why any one of 
these should not be adopted. 

Results of Window Display. 

It is impossible to record in figures the result of 
a window display, although the effect may be felt 
or noticed in the number of sales of any article 
which may have been displayed in the window. 



316 ADVERTISING 

AVhen the display of a particular line of merchandise 
has been made to support a newspaper advertisement, 
the difficulty is increased. The patrons of a store 
often make reference to a window display which has 
either appealed to them or attracted their attention. 
They often ask to see an article that has been dis- 
played and refuse to take any other even though the 
substituted article be superior in quality or design 
and equal in price. It would seem that the article has 
been so impressed upon the mind by the surroundings 
or embellishments as to blind the judgment. Form 
No. 2 is filled out and kept on a file. The com- 
bined reports thus constitute a complete history of 
window displays from season to season and are in- 
valuable for reference. They remind the trimmer of 
poor displays to be improved upon or avoided, and 
upon analysis show what factors have proven suc- 
cessful in different displays. This kind of knowledge 
permits of other creations. 

To summarize then : first, window dressing is one 
of the chief means of publicity for the retail mer^ 
chant; second, the window is the power which draws 
people into the store against all previous inclination; 
third, the window itself and the mechanical fixtures 
for decorating should be the best obtainable; fourth, 
the decorator should be a man intelligent in the ana- 
lysis of human nature, keen as a salesman and artistic 
in his presentation of the goods; fifth, an itemized 
account should be kept of all the windows decorated 
and an attempt made to show the effectiveness of 
window display upon business; sixth, there should be 
a close relationship between the general excellency 
of the windows and the various departments of the 



THE SHOW WINDOW 



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318 ADVERTISING 

store ; seventh, the display window should be as effec- 
tive in getting results as the written advertisement; 
eighth, a good system is an important factor in ob- 
taining the best display in the shortest time. 

Following are three excellent illustrations showing 
the creation of a modern department store's windows: 

No. 1. A Millinery Display 

No. 2. A Dress Goods Display 

No. 3. The Library 



THE SHOW WINDOW 



319 




No. 1. 



320 



ADVERTISING 




NO. 2. 



THE SHOW WINDOW 



321 




CHAPTER XVIII. 

A DAY IN THE ADVERTISING SECTION OF 
A GREAT STORE. 



How is the best modern advertising actually done? 

The people who could not tell you are legion, and 
the chances are that if they could spend a day in 
the advertising section of one of the great stores of 
the world, they would find it a series of surprises 
from beginning to end. 

They would be surprised, for instance, to learn 
that advertisers take their work seriously; that they 
don't write things out of their heads; that they re- 
gard adjectives as so many pit-falls; that it is neces- 
sary to know something about merchandise before 
trying to sell it — for an advertiser, it must be remem- 
bered, is simply a long distance salesman, enabled 
to talk to thousands of customers at once. They 
would be surprised that there should be so much 
routine, and at the same time so much uncertainty 
about what is going to happen next. Their ideas 
on the entire subject would be both naive and nebu- 
lous, and would have to be speedily revised if they 
intended ever to become working advertisers. 

To make clear just what advertising life really is 
like, let us follow the order of a single day in the 

322 



THE ADVERTISING SECTION OF A GREAT STORE 323 

store mentioned. Suppose it to be a Monday; it 
begins at nine in the morning, although the staff 
writers, when they have something special on their 
hands, often prefer to come in earlier to "break the 
back of the day's work" before the bustle and hurry 
begin. 

How to Avoid Mistakes. 

First of all, they read the morning papers — skim- 
ming the general news with an eye to anything that 
bears upon their special subjects, but reading care- 
fully the pages devoted to the store's advertising. 
Seeing a thing in print gives what an artist calls 
"the fresh eye;" one can tell almost unerringly 
where head-lines, illustrations, phrasing and type 
could have been bettered. Next come the discussion 
of weak points with other writers and with the man- 
ager, and plans for the work ahead. After this, each 
writer reads and corrects his own "stuff" in the 
proofs for Monday afternoon's papers, copy for which, 
by the way, has been written the Saturday after- 
noon previous. Once these matters are through, he 
starts on the copy for Tuesday morning's page, each 
advertisement being dictated or written as carefully 
as if it were a cablegram. Not a word must be 
wasted, for advertising is a very expensive matter. 
All copy must be in the hands of the stenographers 
before one o'clock; as a rule, typewriting, editing 
and marking for the printers — the latter two being 
done by the manager or his assistant — are going on 
all the morning. As fast as an advertisement leaves 
the typewriter one copy of it is sent to the buyer 
of the merchandise described, who must consider 



324 ADVERTISING 

every statement to see that the information given to 
the public tallies with the facts before he signs it 
as 0. K. Very few people are aware of the pains 
taken by a great house to make its advertising 
trustworthy. In this particular store, after every- 
thing else has been done to secure exactness, a force 
of critics go around every morning, comparing the 
day's advertisements with the merchandise. Any 
error in statement is noted, promptly made known 
to the firm, and finally returned to the writer. 
Under this system, needless to say, it is always pos- 
sible to trace a mistake to its source. 

Gaining Information. 

About ten of this Monday morning, an assign- 
ment list is brought to each writer, with the letters 
or numbers signifying what sections he is to write 
up for the Tuesday afternoon papers. The same news 
will be carried on for Wednesday morning, but, of 
course, will be re-written, and usually more fully. 
For the evening most news is in the nature of an 
announcement. As soon as a writer's copy for Tues- 
day morning is off his mind, he attacks his assign- 
ments and begins gathering information about the 
merchandise — really the heart of his day's work. He 
makes appointments with the head of each section 
on his list and goes out for news exactly as a reporter 
does. He may meet the buyer in the latter 's office 
or stockroom, in his particular section, or in the ad- 
vertising offices. In any case he is shown the goods 
to be advertised. Not only must he see this mer- 
chandise, but he must make sure that there is plenty 
of it, so that there shall be no danger of the public 



THE ADVERTISING SECTION OF A GREAT STORE 325 

being disappointed; also it must be up to the stan- 
dard. If it is doubtful, or of such importance as 
to demand extra advertising, he and the buyer will 
probably discuss the matter with the advertising 
manager. He must also find out whether the buyer 
has had a "good day" and whether the coming day 
is a large one. 

This pursuit of information may take him any- 
where. To a shirtwaist factory to see the waists in 
preparation for some great sale ; to the store 's own 
candy kitchen, where he learns how sweets are made ; 
to the jewelry repair shops to get points about sil- 
ver plating and diamond setting, or to the labora- 
tory of perfumes, or he may accompany the buyer 
to corset, carpet, furniture or curtain factories — pos- 
sibly in another city. In each place experts will be 
ready to tell him whatever he needs to know. Ordi- 
narily, however, he will have collected his material 
for the next afternoon and the succeeding morning 
papers by the middle of the afternoon. By 4.30 
P.M., he ought to have his stories for the next after- 
noon's paper ready for the typewriter and the edi- 
tor, after which he reads papers, magazines and 
books, clipping and filing; consults reference books — 
a good reference library, incidentally, should be in 
every advertising office — or he may take time to go 
over the store simply to keep in touch with depart- 
ments outside of his own specialty. 

The Busy Day of a Manager. 

All day long people will be coming and going in 
his office. Buyers telephone him about changes in 
the next morning's advertisements or arrange ap- 



326 ADVERTISING 

pointments. Notes of criticism or helpful suggestions 
come from the manager. There are pictures to plan 
with the head artist and his corps of assistants, 
often for days ahead; merchandise to be selected 
for photographing; the material for a booklet to 
be gathered, or an authority on some special sub- 
ject — possibly a physician of note — interviewed. Or 
the manager may wish to use a curious word in an 
editorial, and the writer visits a library to get its 
history. Or he may go to Washington in some emer- 
gency to collect statistics. Lastly, a rush assign- 
ment is always on the cards. Merchandise that has 
arrived late from maker or Custom House and is 
for some reason tremendously important, may have 
to be inspected and written up at the last minute. 

The advertising manager, naturally, does all these 
things and many more. He not only meets the 
buyers, but he has conferences with the other store 
managers and with the firm; he plans the pages in 
the various papers, and is responsible for them; 
apportions the staff work and keeps everything 
going; receives artists, reporters and others who 
have business with the advertising section, and 
watches the printers' end of the work, so that each 
page appears according to his instructions. 

Of new ideas — good ones — he is in perpetual pur- 
suit, and the writer who can produce them is balm to 
his soul. And as his work is more directly con 
cerned with the financial side of the business than 
a staff writer's is, he must have a good financial 
sense as well as the powers of writing and managing. 
In spite of the fact that "specializing" — the fol- 
lowing up of the same three or four departments 



THE ADVERTISING SECTION OF A GREAT STORE 327 

for months at a stretch by one particular writer — • 
obtains in the offices here spoken of, it would be 
decidedly difficult to find any business day more 
varied than the advertiser's. 

So much for the routine of advertising work in 
this one store — a routine changed from time to time 
as the manager thinks best. Whatever it be, it 
usually keeps busy a force of ten writers besides the 
manager; several artists, three stenographers, three 
office boys, and a large number of printers. Differ- 
ent stores have different methods, for each finds it 
must work out its own salvation. No two days are 
alike in such a profession, and probably no cut-and- 
dried unalterable system could ever be adopted with 
success. The ideal arrangement is whatever keeps 
things going like clockwork, and yet permits the 
greatest mental freedom to each writer. The mere 
habit of doing certain things at a given period, 
apart from saving time and energy, is helpful. An 
advertiser can no more afford to wait for inspiration 
than a great novelist can when he is under contract 
for a serial. The former's enthusiasm must always be 
on tap, and if, besides, he can keep all his information 
on any particular subject in a neat little compart- 
ment in his brain, as Napoleon is said to have done, 
he is a fortunate person. In work so continually 
changing, the power of consultation is simply in- 
valuable. 

The Equipment an Advertiser Needs. 

First of all, good health, a good education and a 
wide-awake make-up. The more he has traveled and 
the more experience he has of .almost any sort, the 



328 ADVERTISING 

better; nothing he has ever learned to do, from 
playing tennis to running a ranch, will come amiss 
in this business. Curiosity, in the noble sense of 
the word, he ought to have in abundance; he should 
enjoy finding out things about this world we live in, 
exactly as a healthy child does. The majority of 
advertisers have entered advertising ranks by way 
of a newspaper, and probably newspaper training 
is best of any. A reporter has the precious story 
sense and the "nose for news" without which no ad- 
vertiser can amount to much, and he has also learned 
what is essential to a reader and what isn't. 

An advertiser should know the best of English 
literature ; and the accomplishment of reading French 
and German will be immensely useful to him, for 
foreign publications are full of ideas and informa- 
tion. If he has studied art under a good teacher, 
that will be an advantage. 

He will need the ability to write under pressure 
and in the midst of interruptions, together with a 
keen eye for the qualities of goods. Some people 
have this last almost by instinct, while others acquire 
it by degrees. He must think quickly and act 
quickly. A knowledge of shorthand and typewriting 
will come handy, if he wishes to take notes from the 
buyers in shorthand, and composes more easily on 
a typewriter than with a pen. Neither is of vital 
importance. Familiarity with types and printers' 
terms is useful, and to a manager, necessary. But 
the four great indispensables of an advertiser's mental 
outfit, without which no training will help him, and 
with which no lack of training can hurt him very 
much, are a psychological turn of mind, sympathy, 



THE ADVERTISING SECTION OF A GREAT STORE 329 

imagination, and the power to write about merchan- 
dise in clear and accurate English which people will 
enjoy reading. 

It is a matter of course that he should be suffi- 
ciently master of his writing technique as to be un- 
conscious of it; no questions of rhetoric or grammar 
should raise their heads at the critical moment when 
he wishes to convey the charm of a fashion exhibit 
or the importance of a great furniture sale. ' 

When it comes to qualities of character, tact, hon- 
esty, courtesy and common sense have just as wide a 
field for exercise in advertising as any other pro- 
fession — perhaps a little wider, for the advertiser's 
success depends more than he at first realizes upon 
the amicable relations he can maintain with his 
associates and buyers, and upon his just judgment 
and fair presentation of the merchandise. He is 
dealing all day long with very human people who 
intend, as heartily as he does, to do the right thing, 
but who, like him, may be tired, anxious or hurried; 
and very often it is within his power by keeping 
a steady head and a kindly attitude to smooth 
out tangles and promote a good understanding in 
more directions than anybody would suppose. 

For information, the buyer is the advertiser's 
great resource : he is naturally an expert in his own 
line and a perfect mine of facts. Get your man 
to talk, and unconsciously he will almost write 
your advertisement. If the subject is mattresses, he 
knows about the little wild horses who supply the 
hair, and the processes of manufacture; if toys, he 
has scoured Europe to collect them and can tell 
you curious things about their making. Trade, you 



330 ADVERTISING 

must remember, is full of romance. At the same 
time it is not impossible to write a successful adver- 
tisement with almost no reference to the merchandise. 
One of the best advertisements the writer can 
recall was designed to sell the lovely linen and 
lingerie frocks required by women at a Southern 
winter resort. Very little was said about the frocks: 
the advertiser, in a pleasant bit of talk, simply con- 
veyed the feeling of the resort itself so that one was 
homesick for palms and blue waters, and the desire 
for the clothes to wear in such a sunny place sprang 
up like magic. Of course this was the work of a 
genius who left out everything but the essentials — 
and the great cleverness lay as usual in deciding 
just what the essentials were. It is hardly to be 
expected that one method should be followed con- 
stantly with good results. The public gets tired of 
it, and so does the writer. A good writer chooses 
newspaper style as best adapted to one subject, a 
bit of bright dialogue for a second, and a courteous 
colloquial tone for a third. He may run a series 
of talks for two or three days on, say, men's or 
boys' clothing; or once in a great while jl chatty 
letter — in which there isn't a word wasted — may 
convey what he wishes people to know. Whatever the 
method, the advertising must be magnetic — full of 
life and energy. Marshall P. AVilder's directions for 
strawberry culture might be adapted and applied to 
advertising. "First, plenty of action; second, more 
action; and third, a little more action still." A story 
without life never focuses attention. Who is it that 
attracts other people? The man or the woman who is 
doing things. The same law exists in advertising. 



THE ADVERTISING SECTION OF A GREAT STORE 331 

And next to action there is nothing more winning 
than sympathy. A writer must be kindly and 
imaginative enough to enter day after day into the 
minds of his unknown readers, to guess at their wants 
and tell them enough — but never too much ! — about 
what will supply them. 

It is impossible to lay too much emphasis on sin- 
cerity — an advertiser may be quite sure that if he 
doesn 't believe in the goods he is talking about, nobody 
else will. And besides being sincere, he must s?e 
that his sincerity gets into his ink. Everybody 
knows how an unskilled writer, though he be the 
most honest of men, may, through lack of art, write 
a letter that makes him out a very impostor. An 
ill-judged adjective or a shade too much enthusiasm 
may spoil the whole impression an advertiser in- 
tended to give and which would have been fully 
justified by the article advertised. 

Any practical advertiser will tell you that he is con- 
tinually getting new light upon his calling, and that 
the things he could say about it would fill a volume. 
But if he were asked to compress his volume into a 
sentence, he might say that the advertiser's whole 
object is this; to be interested in the thing that is 
to be sold and to tell the public about it candidly, 
and in a manner readable, rememberable and per- 
suasive. 

Other Factors in Advertising a Store. 

A word may be added about the immense — though 
largely unconscious and unintentional — advertising 
power of what we will call the personality of a store. 
Every man or woman who has ever shopped is aware 



332 ADVERTISING 

of the different "atmospheres" of different stores, 
and the varying degrees of attraction they exert. 
Every strong attraction of this kind is probably 
in the last analysis, due to the expression, in a 
thousand ways, of the personality and interests 
of a store's founder. The various industrial ex- 
hibitions; the concerts free to the public; the 
store orchestras and bands made up of employees; 
the exhibitions and competitions for art students and 
amateur photographers; the observance of public 
days or events, are instances of such expression, 
which contribute immensely to the prestige and in- 
terest of a store, and doubtless possess an advertising 
power hard to compute. 



CHAPTER XIX. 

UNIQUE ADVERTISING. 

By unique advertising we mean the doing of 
those things which are unusual and consequently 
attract the immediate attention of those brought into 
contact with the movement. The interest is beyond 
measurement at the time and often results in so- 
called "run on the goods." The following instances, 
related by various people, are both interesting and 
instructive : — 

Clothes Make the Man. 

Two negroes, handsome in appearance, were 
dressed in the height of fashion, strolling, arm in 
arm, most leisurely through a busy thoroughfare. 
They attracted immediate attention. Curiosity com 
pelled many to move closer when their collars re- 
vealed the printed name of a firm they thus repre- 
sented. 

Our Country Ancestry. 

A country couple were taking in the sights of a 
city. Whenever they came to a skyscraper, a halt 
would be made and they would begin to count the 
stories of the building. Presently a large crowd 
had gathered. Then the old farmer pressed a spring 

333 



334 ADVERTISING 

and a satchel opening in half revealed the name of 
the firm that employed them and the nature of the 
goods advertised. 

Key Rings. 

A trust company sent out to reliable people a 
key ring upon which was inscribed the following: 
"If found, fifty cents reward paid by 6620. Notify, 
address, over." The company is constantly re- 
ceiving lost key rings. The same people have ad- 
vertised among the high schools of the city an annual 
essay prize contest, the subject of which must be 
' ' Saving. ' ' A great deal of interest has been aroused 
and undoubtedly many boys and girls will grow up 
to recognize their success due to the principles 
brought out in the writing of that particular compo 
sition. Incidentally they remember the name of the 
trust company while their parents are not wholly ig- 
norant of its existence. 

A Wreck. 

About seven years ago I was spending my vaca- 
tion in Atlantic City. One evening a small schooner 
was driven on the bar and the next morning a prom- 
enader on the ' ' Boardwalk ' ' saw the boat slowly sink- 
ing below the waves. By the next day only a tall 
white mast showed above the surface of the water 
Of course the wreck was in a prominent place, about 
midway between Heinz Pier and the Steel Pier and 
about a mile out. 

The next day, however, a different sight met the 
eyes of the spectators; the mast was adorned or 



UNIQUE ADVERTISING 335 

rather concealed by an immense signboard on which 
in big black letters was the following inscription: 
"Wilson's Whiskey, That's All." 

For the rest of the summer that advertisement 
met the gaze of thousands who visited the resort. It 
was the only thing that broke the unobstructed ex 
panse of water and could not remain unnoticed. 
When the bathers came out of the water, blue with 
cold, the suggestive advertisement gave them an idea 
and no doubt many followed it. 

Embroidery Contest. 

To advertise a department for selling fancy work 
materials, a teacher of embroidering and needle work 
was engaged to give women free lessons. Then a 
competitive exhibit of pupils' work was held which 
naturally attracted wide attention. Prizes were 
given for the best work. 

Following Up Newly Weds. 

The " newly weds" have at last been relegated to a 
follow-up list of the hotels where they spend their 
honeymoons. Bridal couples are usually easily 
spotted by the experienced hotel clerks, especially 
in the fashionable hostelries at Old Point Comfort, 
Niagara Falls, Atlantic City, Hot Springs, and other 
points where custom and fashion dictate the newly 
weds shall go. On the anniversaries of their wed- 
dings some of these hotels send ornate little calendars 
to their one time guests as a delicate reminder of 
their visit and as a still more subtle bid for future 
patronage. The flattery implied by these remem- 



336 ADVERTISING 

brances probably does not drive trade away, and if a 
calendar attracts a single guest, the costs of it are 
paid. 

Poultry Show. 

To advertise a poultry food that he makes, a drug 
gist holds in his store, every year, a poultry show in 
which his customers and others enter choice birds. 
Prizes take the form of merchandise. This brought 
so many people from the country roundabout that in 
three years it was necessary to hold the show in a 
hall. 

Advertised Sale of Real Estate. 

At Wildwood, New Jersey, in 1908, preparing for 
our annual real estate sale, we took advantage of the 
business men's parade a week before the sale. 

An automobile decorated with our artificial roses 
was so covered as to appear a solid mass. A larg^ 
signboard, shaped like a sail, and likewise decorated 
with roses, was erected in the center of the car. As 
a float, it won the prize. After the parade the auto 
was driven up and down the boardwalk of the sea- 
side resort. Of course, Ave were arrested. The next 
day the papers were filled with an account of the 
affair and the publicity was thus attained. During 
the parade, Chinese caps, buzzers and whistlers, with 
"Ackley's Sale" had been distributed so that the 
evening of the same day found the young people with 
plenty to do and talk about that which was sensa- 
tional. This kind of publicity did three things- 
first it created a feelinsr of admiration and respect 
for the prize which had been taken ; second it made 



UNIQUE ADVERTISING 337 

people appreciate the gifts; third, sympathy was 
aroused for the supposedly unfortunate arrest. 

Newspaper Test Sale. 

A department store that uses many country week- 
lies in addition to the daily local newspapers, gives 
ten per cent discount on all purchases made by peo- 
ple who present a coupon cut from the current ad- 
vertisement in a weekly paper. This is done as a 
means of checking returns from outside advertising. 

Getting a Piano Directory. 

Photo-buttons with pictures of each public school 
in a certain city were ordered by a piano house. 
Then school children were notified that by calling 
Saturday at the piano store, a button bearing the 
picture of the school attended could be secured. 

When youngsters called for the button they were 
required to give parents' name and address, whether 
a piano was owned or not, its make, etc. The result 
was a complete piano directory of the city for use by 
salesmen. Stenographers took the information. 

The Motion Picture in Advertising. 

Unique advertising was plainly shown this last 
fall when the Larkins Soap Company of Buffalo, 
New York, started their campaign in the South. The 
company showed moving pictures of the factories at 
the theatres frequented by the working class of 
people. These pictures contained views of all parts 
of their factories showing the processes, methods, sup- 
ply of soap, toilet articles, office force at work and 
other interesting subjects that the visitor to the fac- 



338 ADVERTISING 

tories would be shown. A representative of the firm, 
an Amherst graduate, gave an interesting explanation 
of the pictures, instructing his hearers in those de- 
tails which the visitor would receive at the factory. 
In order to defray expenses for this kind of adver- 
tising the company showed a set of pictures on the 
falls and rapids of Niagara. This also was accom- 
panied by, a talk, the nature of which was a short 
history of well-known events in that place. This 
talk preceded the factory views, giving the audience 
opportunity to become acquainted with the demon- 
strator. 

Baby Ring Distribution. 

A jeweler advertised that he would give to every 
baby born during the year in a certain belt- 
around his town, a gold baby ring, the only condi- 
tion being that the baby be brought to his store 
by a grown person. This prevented children less 
than a year old coming alone, probably. A shoe 
merchant in another town gave a pair of shoes free 
to each baby born in the country during a certain 
month. 

Curiosity in a Railroad Train. 

One of the cleverest advertisements that I have 
seen is to be found along the Pennsylvania Rail- 
road leading to Trenton. The country we passed 
through was rather monotonous so that we were in- 
stantly attracted by a sign, "Look at the River 
View on the Other Side." Of course it aroused 
our curiosity, and we looked across as did 
most of the people in the car. There was the river 



UNIQUE ADVERTISING 339 

view, and, indeed, it was very striking. But our eyes 
did not linger on it very long for on every side were 
signs explaining a large real estate movement. Roads 
were laid out with street signs so that the meaning 
was clearly explained to the most casual observer. 
Their idea was to get the attention of the public, and 
this they succeeded in doing by arousing the pub- 
lic's curiosity. 

The following clipping was taken from a maga- 
zine called "Advertising." It is quite suggestive. 



The Editor of Advertising. This year I have secured sole rights of a unique poster 

DEAR SIR.-I.ast November you published a Santa an . d ^*S& a ^! fe^' , rnnRil ,„ th * 

Claus scheme, which 1 followed out to the letter, '*» !!"?££ *ff rM.&£?£ !2*«? \L* « £,J*£ 

I i^aS dressing mv bi, show ^S^^iSS^LSS^A'S^SS^ 

shaving tackle, ebony bair brushes, ^silver salt-bottles; "spired the scheme^ ^ 



Vours faithfully, 

John Blamby, M.P.S. 



perfumes, and the thousand and one things pertaining to 
Chrisimasgifts ; and in my second window, also 12 ft. by 8 ft., 

1 I had Christmas photo stock, cameras, Kodak hampers. - 

and Christmas mounts. I also placarded some good 8, Market Street, Falmouth. 

posters, plainly staling :- October 26. h, 1906. 

-Blarneys for Choice Christmas Gifts." Editor's NoTE.-The advertisements which Mr. Blarney 

We are fortunate in having local -weeklies who possess (who, it will be seen, is a chemist of more than ordinary 

good founts of type, and I bought space liberally for the enterprise) encloses, are very brightly written, and vary in 

four Saturdays preceding Christmas. I enclose the adver- size from 3 in. single column to 8 in. double column. The 

tisements for your comment and perusal, and should be latter are especially good, Mr. Blarney making excellent 

glad to have them back again They are my own compo- use of our Santa Claus silhouette blocks. . The "strong 

sition and pulled very well indeed. feature in the letterpress is the heading, which runs through 

For the week immediately preceding Christmas I hired the three last forms. J n the first, it is " Only Seventeen 

a second-hand Oldsmobile car, and hung it round with Days More in which to do your Christmas Shopping"; 

advertising boards, leaving space in front for driver, and in the next it becomes "Ten Days Only RtMAiN," etc. ; 

place at rear for "Santa Claus "—a youth in Santa Claus and in the third "Only One Day More ! " One thing 

wig and mask and old ulster (couldn't get a fur robe as you we must say, Mr. Blarney pays tribute to Advertising, but 

advised). he modestly refrains from referring to his own spirit of 

The car delivered all the gifts at great speed, and its enterprise— the spirit which enabled him to recognise a 

appearance almost blocked the street ouiside my premises. good thing and to work upon it. In passing, we would say 

Apart from the novelty, we found it expedited our that the Sanla Claus car idea was taken up extensively in 

Christmas delivery service wonderfully, Especially as some other parts, and all who used it speak in the same terms of 

of our clients were two and three miles distant. its success. Our hearty congratulations to Mr. Blarney. 

Novel Advertising for a Candy Store. 

The J. G. Smith Candy Store in St. Paul is up 
to the minute in devising new and unique forms 
for advertising its business. The proprietor patented 
his "Telephone Soda Fountain" and advertises his 
store by that means. 

This system of telephone ordering consists of a 
telephone exchange or central, located at the soda 



340 ADVERTISING 

fountain and connecting with telephones on each table 
in the room. The directory of drinks and refresh- 
ments is in the form of a telephone book, and you 
order by number. This directory makes a desirable 
souvenir and there are always extras for the customer 
to take. 

This method of ordering is quite novel and the 
owner always advertises it by putting on letter 
heads, souvenirs, and all printed matter, the words, 
"The original and patented telephone soda fountain." 
The trademark of the shop is a candy box drawn 
by a couple of doves driven by a cupid. On this 
box is a space for stamping the time the candy left 
the shop. This feature is also used to advertise the 
freshness of the candy. For all mail orders a per- 
sonal reply acknowledging the receipt of order is 
sent, and enclosing a stamped and addressed envelope 
with the trademark on it. On the trademark are the 
words "Drive me back for another load." The auto- 
mobiles used for delivery purposes are shaped like 
a candy box. During festivals or parades large 
models of doves are suspended in front of the auto 
which make the whole appearance resemble the trade- 
mark. 

One very effective advertisement was the putting 
of pound boxes in a folded newspaper. These papers 
told of the convention then in progress — in other 
words, were timely — and doubtless were furnished 
gratis by the paper, as they also advertised the paper. 

Walk-Over Display Advertisement. 

For some unknown reason my attention has been 
forced toward a splendid display advertisement 



UNIQUE ADVERTISING 



341 



found in the Chestnut Street (Philadelphia) store 
window of the Walk-Over Shoe Company. The dis- 
play is placed well toward the front of the window 
and consists of a circular wooden table, highly pol- 
ished, on which at equal distances are placed Walk- 
Over shoes of different styles. Over the tips of these 
shoes a man is continually walking. A mechanical 
figure, having apparently no connection with the 
table, slowly walks around and then steps gracefully 
over each shoe. 

Yes, It's a Bed. 

A queer looking object coming down Chestnut 
Street (Philadelphia) one afternoon this winter 
caused people to turn and even look a second time. 
Some even hastened to scrutinize it. Before I saw 
what had actually attracted the crowd, my curiosity 
got the better of me and I also hastened to the curb. 

There, being drawn by a sleepy and contented 
looking horse, was an enameled bedstead on small rub- 
ber tired wheels. A man was comfortably reclining 
on a fluffy mattress and carelessly driving the horse 
A painted sign was hung on the side of the bed out- 
lining its desirable qualities. The idea seemed so 
unique and the attitudes of the man and horse were 
so in sympathy with the article advertised, that 
curiosity and humor made a decided impression. 

How an Incubator was Advertised. 

A firm of hardware dealers had a store passed 
daily by multitudes of people, but for some reason 
or other their business had not been a success. Many 
attempts had been made to increase their trade with- 



342 ADVERTISING 

out success. The same people happened to have an 
agency for incubators and decided to push their sale. 
During the Easter season they contracted with a 
farmer to supply them daily with a certain number 
of eggs which were about at the hatching point. 
These were placed in their largest show window with- 
in the incubator with a space permitting the newly 
hatched chickens to run about. Then cut prices were 
advertised on such products as wire netting, chicken 
feed, etc. Each day the incubator was filled so 
that chickens were constantly at the hatching stage 
of development. The chicks themselves were sold at 
a nominal cost. The effect was instantaneous ; people 
crowded in front of the window and soon every line 
of goods in the store was on the move. 

How is it Done ? 

An advertisement which attracted much attention 
several years ago could well be used to advertise al- 
most any goods that might be placed in a show win- 
dow. The advertisement consisted of a long wooden 
beam so arranged as to make it appear that it had been 
hurled through the window and had stuck there 
with half its length on either side. This was accom- 
plished by sawing the beam into two pieces which 
were carefully fastened to each side of the window 
in such a manner as to give the desired effect. Radia- 
ting from the point where the beam supposedly went 
through the glass were streamers of paper so ar- 
ranged as to give the impression of large cracks. 
The whole picture was so realistic and so clever that 
people from all parts of the city came to see and 
afterward to talk about it. Employers of the 



UNIQUE ADVERTISING 343 

scheme reported increase in sales of the goods ar- 
ranged in the window together with many inquiries 
as to how the effect was producd. 

Using Current Happenings. 

A new drug store had started and business was 
rather dull. Some advertising had to be done in the 
line of sales on certain staple goods, but the results 
seemed to be only temporary. About this time the 
Spanish-American War broke out and the druggist 
took this opportunity to use military paraphernalia 
in his show window. He ordered projectiles, cannon 
balls and shells of various sizes, labeling each one and 
placed them in his window. A placard bearing some 
current event of the war was also added. The result 
was effective; his window was regarded as somewhat 
of a news bureau and his store began to be patron- 
ized quite extensively. His news items were received 
from a reliable newspaper office for which he paid 
a nominal price. This having proved a success, the 
druggist continues to use current happenings in his 
advertising with continued success. 

"Josh Says." 

During the summer of 1908, Pittsburgh was the 
scene of an advertising campaign that caught the 
public fancy and has become slang to the present 
time. In July the bill posters, placards and news- 
papers were filled with the phrase "Josh says." For 
a week people wondered what it was all about until 
it became a standing joke. The vaudeville stage 
took up the phrase and made sport of it while all 
Pittsburgh laughed and wondered. But thev were 



344 ADVERTISING 

not enlightened until September. During that month 
letters were sent out containing this single phrase 
and soon every stone wall, building and fence fairly 
screamed with "Josh says." In September, Pitts- 
burgh held a centennial celebration and in the night 
at a water carnival the secret was disclosed. A 
float came down the river, the centre of a ray of 
light. It bore a huge loaf of bread made out of 
papier mache and on all sides were printed "Josh 
says, 'Ward's bread is best.' ". Although Ward has 
ceased to use the advertisement, many others have 
taken it up and no one seems to be able to forget 
that summer campaign. 



CHAPTER XX. 
NOVELTY ADVERTISING. 

We have been considering the subject of unique 
advertising; let us now turn to a review of novelty 
advertising. Unique advertising consists in the pub- 
licity of a thing in a manner that is unusual. It 
is rather forcing of the attention toward a thing 
which is made possible as a result of peculiar existing 
conditions. Novelty advertising is an object which 
is given away, the presentation of which may be 
unique. 

A knowledge of the different articles and their 
manner of distribution alluring the passerby to a 
sale, is quite beneficial to every advertiser. New 
ideas are suggested. An assembled number of ar- 
ticles herein described reveals the unlimited possi- 
bilities for change and improvement to advance one's 
business. 

Those who are liberal givers are usually those 
who possess abundance of faith. "Cast thy bread' 
upon the waters and it shall return to thee after 
many days," is the belief of their existence. The 
Singer Sewing Machine Company evidently holds to 
this theory, for each year are distributed thousands 
of dollars in the most artistic of pamphlets and 
pictures. School teachers are liberally supplied and 

345 



346 



ADVERTISING 



as a consequence the rising generation receive their 
first strong and favorable impression of the Singer 
Sewing Machine. "Teach a child the way he should 
go and when he is old he will not depart therefrom." 
This quotation contains within it the elements which 
are destined to create an everlasting good impression 




No. l. 



upon the minds of the young. The interesting 
thing about the pictures is that they are in groups 
and have a related significance. There are several 
series to be gotten, each differing in educational in- 
terest. One series consists of pictures of different 
birds with accurate descriptions of each one and at 
the same time containing a passing mention of the 



NOVELTY ADVERTISING 



347 



Singer Machine. Nos. 1 and 2 are self explanatory. 
No. 1 front— No. 2 back. 

Then there are series containing pictures of the 
historical points of the different large cities. 

Paper- Weights. 

A paper-weight is always an attractive article. 



AN •• EXCEEDINGLY active ."sprightly and restless bird (Nuttall) 
_£JL Is the Orchard Oriole, a near relative of the Baltimore Oriole. 
Although not so gayly dressed, he far surpasses his cousin as 
a songster, his tone being far richer and his song more finished. 

His small branch of the family Is scattered, after the first of 
May, through the Eastern United States from the Gulf of Mexico ro 
Massachusetts. Although protected by his less noticeable coloring, 
be shuns the open fields and highways, preferring the orchards, where 
the nest of freshly dried grasses, carefully woven, is, like that of the 
cousin in orange and black, hung from a branch. 

When people are returning from seaside and country places, ths. 
Orchard Orioles are flying toward their Winter quarters In Centrah 
America to remain until the following May. 

For More Than Fifty Years 

the Singer has been recognized as 
maintaining the 

HIGHEST STANDARD OF 
EXCELLENCE 

among Family Sewing Machines and Is 
NOW SOLD AT LOWER PRICES 

quality considered, than any other. Whether 
you propose the purchase of a machine or 

not. there Is much to Interest most women at any Singer Store— 

and. all are cordially invited. 

Singer Sewing Machine Co. 

SALESROOMS IN EVERY CITY, where the re.t of the 16 Card* 
»«ing The American Singer Series may be 
obtained FREE upon personal call. 

No. 2. 




There seems to be a certain fascination in the mere 
handling of one. Those made of glass, rectangular 
in shape, and containing a picture of an angora 
cat, or a dog are destined for use on the desk of 
the most fastidious. A certain hotel adopts this 



348 



ADVERTISING 



means to enable the departing guests to keep the 
hotel in mind. 




Crackers. 

The Pittsburgh Water Heater Company take ad- 
vantage of occasions to give away their so-called 



NOVELTY ADVERTISING 349 

"crackers." The inscription on each is quite appro- 
priate. See No. 3. One can imagine the stampede 
of youth in the direction of such give-aways. If, 
in the excitement of cracking, the inscription is 
read, people are at least able to follow the noise to 
its source. The probabilities are that the mechanical 
curiosity of each one soon drives him to a more 
careful analysis which also leads to an interpretation 
of the text. 

To this day the clothing company of Al. Henry, 
Rockford, Illinois, is impressed upon my mind, 
simply because he gave away such desirable noisy 
buzzers. As boys, how we did delight in them. When 
clothing was bought, it was the youngsters who 
recommended his store to the parent and to that 
store they usually went. 

Knives. 

Anheuser-Busch of St. Louis takes great delight 
in showing strangers hourly through their brewery. 
When the visitor is about to depart, a gift in the 
form of a knife, a key ring or a cork screw is pre- 
sented. 

Free Gum. 

When Mr. Wrigley started the manufacture of 
Spearmint gum it was with the knowledge that the 
average individual does not like it the first time. 
Regardless of this, he had faith that the taste would 
be developed and accordingly three hundred thousand 
dollars was invested in advertising the first year. 
Simultaneously with the advertisements, the retail 



350 ADVERTISING 

dealers of New York received a letter announcing 
the new brand and enclosing a coupon good for a 
free box. Mr. Wrigley's statement, according to 
James H. Collins in the Printer's Ink, says," I believe 
Spearmint is going to sell and want you to try it 
at my expense." He said to the retailer, "Get this 
trial box for nothing, and if it goes, stock more. 
If it doesn't, forget it." By giving the retailer a 
dollar's worth of goods for nothing there was an 
immediate demand for them. It is estimated that 
this plan alone to cover New York city cost six or 
seven thousand dollars. 

Calendars. 

Calendars yearly play their part in the affairs of 
men. The home, the business office, the school, — all 
are run by calendar rule. So when the new year 
rolls around those received which possess service- 
ableness and artistic beauty are sure to be preserved. 
Every home has need of more than one calendar, too. 
Many concerns get out the most elaborate remem- 
brances of this kind intending to present an article 
that is beautiful and valuable. It is to go to those 
friends which have been tried and not found 
wanting. If, however, a calendar is primarily 
thought of to introduce the individual to the firm 
for the first time, too artistic an advertisement must 
be guarded against. Each distributor should use 
discrimination with regard to the classes of people 
to whom he is sendinsr them. Some houses design 
their own calendars while others depend entirely 
upon those who are in this particular business. 



NOVELTY ADVERTISING 351 



Blotters. 



Blotters are always acceptable and effective. The 
average man will notice a blotter because it is clean 
or in contrast with the old one. If the color is 
pleasing and the printing neat, during some idle 
moment it is destined to its share of attention. A 
certain laundry is in the habit of sending a blotter 
each week. But their color effects are decidedly 
poor and as a result are hastened to the scrap basket 
instead of the desk. Although a gift, the receiver 
expects some regard for beauty as well as usefulness 
Those investing in this kind of a novelty should 
beware of a certain lettering on the surface which 
is likely .to cause blurs on the blotted paper if in 
usage the blotter happens to become reversed. 

Free Polish. 

At a "House Furnishing Show" the Riverton Sil- 
ver Co. distributed circular cardboards like No. 4, 
page 352. Upon reading the opposite side, No. 5, there 
was a demand for the booklet. Here was some- 
thing for nothing. Previous to this show, the Jus- 
tice Company had gone to various dealers through- 
out the city and told of their intention to distribute 
their samples through the dealers upon the pur- 
chase of a gross of the polish. The dealers readily 
took to the notion. There names were inserted in an 
attractive booklet and thus two concerns were ad- 
vertised at the same time. The " U-Kan-Plate " 
Company, of course, paid for this indirect method 
of distributing samples. 



352 



ADVERTISING 



Samples. 

Certain concerns sell their goods through solici 
tors. Their help is obtained by means of the classi- 
fied advertisement columns in the newspapers. Often 
samples are mentioned as absolutely free. Firms 
have come to recognize that there is a class of people 
who answer all such advertisements merely to pos- 




p o. 



No. 4. 



ONE 10C 
TRIAL BOTTLE 

U-KAN-PLATE 

From any dealer whose 

name is printed 

in booklet 

No. 5. 



sess the goods without one serious thought of selling 
them. So the keepers of such wares have changed 
their tactics and insist on a price for each sample; 
many firms really develop an income from this 
source. 



Moving Pictures. 

The system of leading people on by a series of 
steps and continually impressing the goods upon the 
mind is most excellently carried out by a Buffalo 
merchant. Saturday night in the centre of a down 
town district, moving pictures are thrown on a can- 
vas stretched along the side of one of the buildings. 
Every few minutes a notice will appear reading thus : 
"Be sure and read what's in the package." 



NOVELTY ADVERTISING 353 

When a large enough crowd has gathered, a hand 
will appear through an opening in the canvas, scat- 
tering the packages. In the package is to be found 
a penny with the date 1889 on it. The note reads 
in effect as follows: "Go to 1889 Main Street and 
bring the penny and the finder will receive a re- 
ward." The idea of getting something for nothing 
brings the crowd. The reward consists in a dainty 
bottle of perfume. 

Free Tickets. 

The moving picture show has its attraction for 
rising America. A baker of a certain town makes 
his appeal to the public through their children. 
Every loaf of bread has a small stamp with his 
trademark upon it. For every five of these, the 
holder is entitled to a ticket for the moving picture 
show. Because children possess a collecting instinct, 
and also because moving picture shows present a 
form of excitement natural to youth, the demand 
for tickets is unusually strong. 

Silver Dollars. Danger. 

A pottery firm once got out a coin made of clay 
about the size of a silver dollar. One side only 
contained an imitation of money while the opposite 
side read : ' ' See Smith, he will make money for you. ' ' 
Smith was the name of the salesman. The one side 
had been coated with a silver paint. The govern- 
ment prohibited the use of this novelty because it 
imitated coins. The lesson is clear. 

Free Phonographs. 

The novelty in advertising here described was 



354 ADVERTISING 

used by a general storekeeper in a small mining town. 
Owing to a general store being run by a co-opera- 
tive association and a company store operated by the 
mining interests of the town, competition was very 
keen. The storekeeper was hard pushed to get 
trade, for the town was not growing. To push ahead 
he must be able to capture some of his competitor's 
business. The novelty which won him a large share 
of this desired business was the giving away, abso- 
lutely free, of a large phonograph, upon the pre- 
sentation of slips showing cash purchases made at 
his store to the amount of twenty-five dollars. His 
prices were the same as those of his competitors and 
with the free phonograph he soon won over many 
customers who had never before been in his place 
and who began a cash business. 

Free Candy. 

Several restaurants of a large city are under the 
same management. Each one follows up the ide;j 
of giving prizes. Tickets containing a certain number 
are distributed daily to patrons. At night, twenty 
of these numbers are drawn by the firm, the an- 
nouncement of which appears the next day. If you 
happen to have any of the lucky numbers, your re- 
ward consists of a forty-cent box of candy. In 
this manner people are led to look for the various 
restaurants under the same management in whatever 
part of the city they happen to be. Women seem 
to be particularly impressed. There is the gamble 
spirit in every one and an occasional winning al- 
ways begets interest. 






NOVELTY ADVERTISING 355 

Barrels. 

The Old Orchard Vinegar Company, a few years 
ago, in introducing their product, gave away with 
each purchase of a certain amount, a little barrel, 
perfect in shape, labeled and cut in the centre to be 
opened. It was intended as a small bank. The 
saving instinct was appealed to and a convenient 
receptacle for loose change was suggested. 

A Match Case. 

The Ohio Match Company give away a match 
safe. The safe is attractive in appearance, of con- 
venient size, and is nickle plated. When first 
opened, it reveals an empty interior, but by hold- 
ing it in a certain way the previously empty case 
is filled with matches. This trick is the magician's 
old one of a box with a false bottom. Those who 
see it are immediately anxious to become the pos- 
sessor of one. This desire brings the match people 
in direct touch with the individual. Furthermore, 
it is made in sizes so that only Ohio matches will 
fit, which leads the owner to ask for this particular 
brand. 

Free Fish and Candy. 

A few years ago, Finley Acker & Company of 
Philadelphia introduced a novelty in the sale of 
their candies. In each box was placed a miniature 
fish made of wax paper, enclosed in an envelope, 
with proper directions written thereon. Its pur- 
pose was to inform the holder of things pertaining 
to his or her temperament. The fish was placed in 



356 ADVERTISING 

the palm of the hand and the heat of the body 
caused the fish to make peculiar movements. The 
person's temperament was reflected by these move- 
ments. If the head and tail touched, it indicated one 
kind of a temperament. If the fish turned partly 
over it was still another classification, with still an- 
other interpretation when it turned completely over. 
This has proven exceedingly effective because of the 
appeal to our superstitious and curious instincts. 
The apparent unaided movements of the fish fas- 
cinate all from childhood to old age, while nearly 
every one is seeking the wisdom to be found in the 
interpretation of the words of Socrates. "Know 
thyself. " 

A Fire Insurance Company. Fire Plugs. 

The practice of an insurance company in giving 
out small models of fire plugs is a good one. The 
plugs have the name of the company on them and a 
blotter attachment provided. This is not so much a 
bringer-in of new business as a reminder that the 
person receiving it has a policy in that particular 
company. It thus serves to remind him of the date 
when his premium is due and perhaps saves much 
time and expense on the part of the company in 
getting a renewal. 

Demonstration. 

When the demonstration of goods is desired, 
great care should be exercised in the selection of 
the right kind of an individual to talk about and 
to give away the particular article. The smile and 
courtesy of the demonstrator are as much of an 



NOVELTY ADVERTISING 357 

advertisement as the article itself. Kemember that 
"the gift without the giver is bare" and people are 
quick to perceive this. 

Picture Cards. 

The practice of giving out cigarette cards with 
various kinds of tobacco is not a new one, but in 
former instances the manufacturers have kept entire- 
ly to base ball players and charming actresses. It 
remained for the Murad people to hit upon some 
slight change in the old custom, and about four 
months ago they inserted in each package a picture 
of a college seal and scene of some athletic activity. 
At first the pictures were limited to one series of 
twenty-five of the most prominent colleges, such as, 
Pennsylvania, Yale, Princeton, Harvard, etc. The fad 
of collecting these interesting cards spread widely 
and especially among the fair sex, who always have a 
strong influence on man. I know that the fact of the 
cards, says one student, caused me to change my 
brand so as to get the required set. The company 
was wise enough to realize that nearly every one 
would get all the pictures in about two or three 
months, so they began the issue of a new series in- 
cluding twenty-five smaller colleges, and the chase 
was on again. They have now withdrawn the cards, 
as it is some time ago that they started, evidently 
realizing the necessity of again getting something 
new. 

So we might continue to add novelty upon novelty 
to the list. The advertiser who utilizes these gifts 
for publicity should always go at the thing intelli- 
gently. To give something or anything at all is 



358 ADVERTISING 

not the right theory. But to give that which does 
possess individuality and which has clustered about 
it a hundred associations of the business advertised, 
the whole thing immersed in a spirit of good will, 
is the correct spirit. Have a plan in the distribu- 
tion of things and as your faith and intelligence, 
so shall your harvest be. 



CHAPTER XXI. 
BOOKLETS— CATALOGS— CIRCULARS. 



The writer has been collecting every booklet, cat- 
alog and circular possible within the last month. 



UNION PACIFIC 
OUTINGS 




Fishing in [j 

|COLORADO^»WYOMINci 



No. 1. 

There are three large sized drawers filled with them. 
About to begin this chapter, he has dived into the 



360 ADVERTISING 

contents of the drawer containing booklets and has 
selected those which immediately appeal. The fact 
of color has been most impressive. Those of a de- 
cided shade have received marked attention, but not 
more so than those which show an artistic blending of 
the lighter colors. The booklet with the striking- 
illustration is effective, yet the right kind of print- 
ing without illustration on a proper colored back- 
ground holds its own. No. 1 is a half tone cover 
page of a booklet gotten out by the Union Pacific 
people to reveal the pleasurable possibilities for 
those contemplating a trip through the West. It 
is, of course, impossible to produce the color effect 
here, but to know that the border effect directly 
around the illustration is of a light blue shade and in 
this blue the fish are swimming, — that the illustra- 
tion itself is of a greyish-blue cast all on a more 
decided very light brown background, with the white 
effect outside the last deeper brown border line, — to 
know this is perhaps suggestive of the perfect har- 
mony and blend of colors. 

The subject ''Union Pacific Outings" tells the 
general story while the specific information is got- 
ten from the words "Colorado," and "Wyoming." 
The illustration is fetching and would appeal to 
every lover of nature. The booklet itself is an illus- 
trated and written story of all the pleasure to be 
derived from such a trip with an introduction which 
goes directly to the heart of things. No. 2 and No. 
3 are pages from the booklet, suggesting to the busy 
office man the best kind of relaxation from his 
insistent cares. 






Wyoming rainbow had 




No. 2. 






.tal Divide, through 



J"oi «i-Cim fiihiuj tke Fzyiiv, fan Kitt'f :.:: ! 





■ 
f*iaey River is u new ftshin) mi 




No. o. 



BOOKLETS — CATALOGS — CIRCULARS 363 

The introduction of every booklet should be short 
and to the point. An introduction in which several 
pages are used is likely to be thrown into the waste 
basket immediately in spite of other good qualities. 
This booklet, through its most excellent titled illus- 
trations, tells the story of which the text is almost 
incidental. Desire for such an outing is immediately 
aroused, while the reader glances at the reading to 
find a solution to the questions of price and living 
accommodation. Here are the titles given to the 
various illustrations, — observe how suggestive they 
are even without illustrations: 

No Use Trying to Work; I'm Going Fishing. 
This Old Rod Has Stood the Test of Many Fights. 
Let's Start the Train, Conductor, I'm in a 
Hurry. 

Hello, Billy! I Knew I Would Find a Friend 
On This Train. 

Here's Home for a Week or So. Does it Not 
Look Comfy? 

Here's the Same Spot I've Fished in Many a 
Time Before. 

Well, What Do You Think of That? Did You 
See Him Strike It? 



364 ADVERTISING 

Come Here, Mister Rainbow! You For the Pan 
Pretty Soon. 

One Won't Be Enough. Must Have Two To- 
Day. 

What! No! It Can't be True. This Fellow is a 
Dandy. 

Into the Net, My Beauty Bright. Easy— There 
— Thai 's Eight. 

Not Bad For About Fifteen Minutes. These are 
All I Want. 

Preparing a Trout is the Easiest Task of All — 
Sure. 

A Lump of Butter 'Ticixt Their Bibs, Browned 
to a Turn Completely. 

Never Thought 'Bout Bread " A-T all" —Trout 
Was All I Cared For. 

Pretty Good Job of Eating, Eh? Nothing Left 
But the Bones. 

Now I'll Sit and Think and Muse— About the 
Poor Unfortunates in Town. 



BOOKLETS CATALOGS CIRCULARS 365 

Two Weeks Later We Broke Camp in This 
Manner. 

A Vieiv of Centennial Mountains, From Sheep 
Mountain, Wyoming. 

A Beautiful Trout Stream — Bird's Canon, Near 
Centennial, Wyo. 

About Three Hours' Catch — A Creel Full. 

A Camp Scene on the Little Laramie River, 
Wyoming. „ 

Wash Day in Camp; Everybody Works but 
Mother. 

A Pretty Spot On the Road to Centennial, Wyo. 
A Vieiv of Sheep Mountain, Near Centennial, 
Wyo. 

Helping (?) To Haul Slabs is One of the Diver- 
sions of Camp Life. 

A String of Speckled Beauties — The Fish, I 
Mean. 

The Gentleman Angler — That's the Way He 
Worked All Day. 

Flap- Jacks are the <( Real Thing" in the Early 
Morning. 



366 ADVERTISING 

No. 2 and No. 3 are reproductions of some of the 
pages. Notice how the fishing rod, tackle and fly hook 
are made to add to the general appearance. It should 
be stated that these are printed in blue ink, making 
a very effective contrast on the page. No. 2 and No. 
3 show various pages of the story. The text is excel- 
lently written and filled with personal appeal. If you 



WHITE HOUSE 
BLOTTING 

ICJIOV 



IRWIN N. MEGARGEE & CO., Inc. 

PHILADELPHIA 







NO. 4. 



analyze the subjects just quoted it will be seen that 
every phase of human interest in the taking of such 
a trip has been touched upon. 

No. 4 is especially attractive, because of the gold 
lettering on a rich grey background. The first page 
of reading matter (No. 5) explains the mission of the 



BOOKLETS — CATALOGS — CIRCULARS 367 



WHITE HOUSE BLOTTING 

ANEW IDEA IN BLOTTING ORIGINATED BY THIS COMPANY 
IN DECEMBER. 1909. TO MEET THE NEEDS OF DISCRIMINA- 
TING ADVERTISERS AND OTHER USERS OF BLOTTING. THE 
BULK AT ONCE SUGGESTS ITS GREAT ADVANTAGES OVER 
THE ORDINARY FLIMSY KIND. IT IS ECONOMICAL WHEN ITS 
LIFE IS CONSIDERED. AND FOR THIS AND OTHER REASONS 
INVALUABLE FROM AN ADVERTISING STANDPOINT. 

THE HALF-TONE FINISH 
ON ONE SIDE 

WHILE NOT INTERFERING WITH THE BLOTTING QUALITIES- 
FOR IT BLOTS BOTH SIDES — PERMITS OF HALF-TONE PRINTING 
AND LITHOGRAPHING. THE SPECIMENS IN THIS BOOK PROVE 
THIS ASSERTION AND SPEAK FOR THEMSELVES. IF YOU HAVE 
A MESSAGE YOU WISH TO KEEP BEFORE YOUR PROSPECTIVE 
BUYER. PRINT IT ON A WHITE HOUSE BLOTTER AND SEND 
HIM ONE. 



No. 



Po^MgM^ 



\TME. EXECU :. 

. .'-X UNESWf,/ 



White House. Blotting 

WHITE ON WHITE 



No. 6. 



368 



ADVERTISING 



booklet, while actual samples of the blotting paper 
follow. No. 6 is one of the pages. 

Benjamin F. Emery, printer, for a number of 
years has been issuing a series of booklets taking 
some historical subject of universal interest for each 
issue. He is surprised to find how many people 
have been treasuring these throughout the years. 




No. 7. 



From time to time come calls for numbers of the 
series, printed years ago. The last issue contains the 
" Comet," by Oliver Wendell Holmes. Coming dur- 
ing the appearance of Halley's comet, the booklet was 
destined to receive its full share of attention. The 
cover effect, No. 7, shows how simply yet effectively 



BOOKLETS CATALOGS CIRCULARS 



369 



the thought has been worked out. The supposed 
comet is a deep brown as are the stars, but all 
printed on a lighter shade of brown. No. 8 is an 
arrangement of a page, while Nos. 9 and 10 show his 
advertisement. These booklets have made money for 
the concern. 



THE Comet ! He is on his way, 
And singing as he flies ; 
The whizzing planets shrink before 

The spectre of the skies ; 
Ah ! well may regal orbs burn blue, 

And satellites turn pale, 
Ten million cubic miles of head, 
Ten billion leagues of tail ! 



Page Three 



No. 



Thus Ave find the booklet to be educational in its 
message and that every principle governing the com- 
position of any successful book must be adhered to. 
A union of good printing, good text matter, illus- 
trations and color effects, all printed on the best 
paper obtainable, is the standard. It is educational 



370 



ADVERTISING 



in its message in two respects: first, to appeal to 
the relationship of the particular article and the in- 
dividual, second, merely to arouse interest in a given 
subject which will lead to further inquiry and the 
obtaining of additional information. 

The only way to get a proper conception of the 



Our Purpose J0 <& 

This booklet is issued to show you 
the quality of our printing. If it has 
attracted your attention it has ac- 
complished our purpose — and has 
demonstrated the advertising value 
of the booklet. 

If not, it is already in the waste- 
basket. 

# A* 

The object is not to show the very 
best that can be produced regardless 
of cost; but to show that careful work- 
manship and good taste are essential. 
2* & 

Our theme is good workmanship. 

No matter how expensive the ma- 
terial, how good the design, if the 
Page Twelve 



No. 9. 



manifold uses and possibilities is to answer every 
advertisement of five or six representative maga- 
zines. This will bring to your doors a stream of 
literature, the analysis and comparison of which will 
give you information not to be gotten by any two 
persons, for no two persons would have the same 



BOOKLETS— CATALOGS CIRC ULARS 



371 



booklets. The same principles governing the con 
struction of advertisements, in general, are to hold 
for booklets, only the latter is to consist of an ex- 
tended advertisement with a reader whose attention 
is likely to be held longer accordingly as the in- 
terest is obtained at the very start. A booklet is usu- 



printer's workmanship is not right, 
the advertising will not produce the 
highest results. 

Proper equipment, too, is a neces- 
sity*. 

Our plant is built and equipped 
especially' for the production of book- 
lets and other fine advertising. Our 
machinery* is the latest and heaviest. 

There are three, skylights directly* 
over our presses. 

This means that for color printing 
and half tone printing our facilities 
are the best. 

& 4* 

Benjamin F. Emery 
Printer 
1037 Race Street Philadelphia 

Page Thirteen 



NO. 10. 



ally sent to those who have made inquiry and who 
have thus manifested some interest. Consequently 
the message should be satisfying and forceful enough 
to lead to the results desired. 

If the booklet has succeeded in producing argu- 
ment for the reader and has interested him, this 



372 ADVERTISING 

should be followed by a catalog. Of course, many 
concerns do not have one, as the booklet is all that 
is needed. A catalog, however, may advantageously 
be preceded by the booklet; because of the expense 
in sending it forth not every one would be interested 
in the catalog. A page taken from the booklet of 

More information 

T N a small booklet of this character, it 
is possible to give only a bare out- 
line of the advantages of the various 
Kodak and Brownie models. 

Those who desire more explicit infor- 
mation should secure our general cata- 
logue, describing in full, not only the 
models listed herein, but others neces- 
sarily omitted from this booklet, as well 
as anastigmat lens equipments, accessories 
and a complete line of photographic sup- 
plies. 

This catalogue may be obtained from 
your dealer, or will be mailed by us, free, 
to any address, upon request. 

We will also gladly supply, without 
charge, the following booklets on sub- 
jects which every amateur should know 
about: 

The Velox Book, 

Flash-light Photography, 

Bromide Enlarging with a Kodak, 

Tank Development. 

EASTMAN KODAK CO. 

ROCHESTER, N. Y„ 

The Kodak Citv. 

the Eastman Kodak Company shows the relation 
existing between the two. 

Catalog Making. 

A catalog is an accumulation of all the facts per- 
taining to any particular line of business and which 
answers all the questions relating to that business. It 



BOOKLETS— CATALOGS — -CIRCULARS 373 

is readily seen that an issue of that kind means con- 
siderable expense and that its distribution must be 
most guarded. A catalog concerning the particular 
goods in which a merchant is interested is an exceed- 
ingly handy thing to have around. When the sales- 
man is not present and the advertisement has failed to 
make its impression, an urgent need for certain 
articles turns one to the catalog. This is the ever- 
ready and fixed salesman for any concern. 

Because of the incessant changes in styles and 
prices in many concerns, the loose-leaf catalog is 
used. This kind loses its value unless the revised 
sheets are inserted as received and the old ones with- 
drawn. Those issuing this form of catalog should 
educate their customers in its use, and when evidence 
of its neglect is gotten, their names should be with- 
drawn from the mailing list. 

A catalog with a supplement edition is very effec- 
tive upon the minds of the people. It impresses 
them not only with the idea of detail but with the 
growth of the concern sending them. The fact that 
two books have been sent, when attractive, will gain 
the interest of the reader for a much longer time. 
The features of the supplement would receive a 
specific attention not gained if included within the 
regular catalog. 

Many concerns issue catalogs which are differ- 
ent in size, possibly to attract attention. This is not 
to be recommended because there is no convenient 
way of preserving odd sizes of publications. Stan- 
dard sizes are to be selected, and these are naturally 
determined by the size of the paper carried in stock 
or by paper manufacturers. But the size of any 



3 / 4 ADVERTISING 

catalog should be ultimately decided upon by- the 
amount of material to go in, the class by which it is 
to be used, and the convenience with which it can 
be mailed. When a choice of standard sizes has 
once been made, they should be strictly adhered to. 

The contents of a catalog should be carefully ar- 
ranged in logical order. In general, a commercial 
catalog will contain : first, an introduction referring 
to the 'articles offered for sale and stating briefly 
their points of superiority; second, descriptions and 
illustrations explaining any technical features in- 
volved; third, detailed list of sizes, including the 
catalog number ; fourth, information pertaining to 
shipping rates and prices in tabular form and ac- 
companied by suitable illustrations; fifth, a com- 
prehensive index arranged alphabetically and ac- 
cording to catalog numbers. 

Before securing the cuts for any catalog or book- 
let, a dummy should be secured from the printer, 
then the amount of space to be taken up by each 
illustration should be most carefully considered. 
Unless this is done the final appearance of the 
page is likely to result in a lack of unity and pro- 
portion. The illustrations should be of the best but 
not so pictured as to produce dissatisfaction when the 
goods are received. 

Folders and Post Cards. 

A folder is ordinarily thought of as a piece of 
printing folded once. The size is usually regulated 
so that when folded it will go into a No. 6 envelope. 
Of course, the variations of this type are number- 
less, but it is this deviation at a comparatively small 



BOOKLETS CATALOGS CIRCULARS 375 

increase of expense that makes the subject valu- 
able. 

A novelty effect in any line is a slight change 
from the standard and implies that the change is 
of such a nature as to add attractiveness to the 
thing in question. The advertiser in any community 
can begin to show his individuality in so simple a 
thing as a folder. Of course, the ordinary folder 
can be made exceedingly attractive in color as well 
as type appearance combined with an interesting 
discussion of the question on hand. But a change 
from the regular form always increases interest. 

A folder is similar to the booklet as far as giving 
information is concerned, only the former deals 
with some particular phase of the article that 
would suggest the reading of a booklet for more 
detailed information. Many folders given out at 
electric shows, food exhibits and house furnishing 
displays are exceedingly uninteresting. Printed on 
cheap paper, utterly disregardful of nicety in ar- 
rangement, they only serve for constant dismissal 
on the part of a disgusted public. These little mes- 
sengers should be as interesting in every respect as 
the most elaborate catalog or booklet which they 
are intended to introduce. The fact is that the 
properly presented folder can often, by its message, 
drive home interest more quickly than the other 
forms. It should serve as the headlines of a news- 
paper enticing to a continued perusal of all matter 
printed in connection with the particular business. 
So many of these folders seem to take for granted 
the previous interest of the individual which is not 
usually true. There should be a harmony in grade 



376 



ADVERTISING 



of the different kinds of printed matter gotten out 
by any concern. The only time that a cheaper 
folder might be regarded is when sent or given with 
other literature, and this in turn tends to cheapen 
the general effect. 





Three "Booklets 

, These are the last three booklets 
in this series : 

No. 15. Philadelphia in 1683. from 
a letter written by William Penn to 
the Free Society of Traders. 

No. 16. The Domestic Life of Mon- 
tezuma from the History of the 
Conquest of Mexico, by William H. 
Prescott. 

No. 17. Three Letters from Lincoln. 
including the letter to Mrs. Bixby 
and the letter to Horace Greeley. 



Your name is on our list and you 
should have received each of the 
above. 

These booklets are sent you as an 
introduction to the quality of our 
printing. We will be pleased to 
show other samples, or, better still, 
to show you what good quality and 
prompt delivery we can give on your 
own printing. Will you give us the 
chance ? 

"Benjamin F. Emery 

Trintet 

1037 "Race St., Philadelphia 



No. 11. 



No. 11 is a small and attractive folder sent in Mr. 
Emery's booklet ''The Comet." The form is a square 
with the reading matter most tastefully arranged. 
Note how courteously yet persistently he stands up 



BOOKLETS CATALOGS CIRCULARS 



377 



for the quality of his work. There is simplicity 
yet attractiveness combined here, while the expense 
is exceedingly small. A circular which has an at- 
tractive outer page is destined to a reading of the 
text within. Too much should not be put on the 



f -1 

T i ''Good Things Come in SmaW Patkagi 





feeim 



We wish you 
ever well and 
ever prospering 
to a greater and 
greater heigkt 

Williams, Brown & Earle 

918 Chestnut Street 

Philadelphia, Pa. 



NO. 12. 



outer page. Following this principle many adver- 
tisers have tried all in their power to appeal to the 
curiosity, taste and clever appreciation of things. 
No. 12, or the Waterman advertisement, represents 
taste. 



378 



ADVERTISING 



No. 13 is an appeal, both to a clever appreciation of 
things and the curious. 

Post Cards. 

The word "Postal" is to be applied to the United 
States cards only. Post card is applied to all mail- 




No. i: 



able cards. Many folders are to be made into the 
form of a post card, and if the first impression cre- 
ated is pleasing, it is destined to a reading. The same 
principle regarding variety applies here. A single 
post .card containing an announcement gets results 
if the message is timelv and is suited to the taste 



BOOKLETS— CATALOGS — CIRCULARS 379 

of the individual to whom it is sent. A florist re- 
lates how a postal containing- Christmas greetings as 
a reminder of previous business relations brought 
several people who had gone elsewhere. Sent to 
new names it proved equally effective, for customers 
were gained that year, attributing their first purchase 
to the post card. The very first customer bought 
enough plants to pay for the advertising. 

General appearances of a card count exceedingly 
in its reception. One that has been crushed or bent 
in the mails is more likely for the waste paper 
basket. Consequently care should be exercised in the 
choice of a card, the size of which is small enough 
to permit safe carrying through the mails. 

There are double cards as well as single ones. A 
double post card, -of course, permits of much more 
printing and is quite popular. Its simplest form of 
printing is illustrated in No. 14. This is called "To 
work and turn." The entire four pages, one, two, 
three and four, are printed on one side, so laid out 
that they will fall into proper place when folded. 
The back of this postal circular has an appropriate 
chandelier cut on it. Notice the half seal which 
shows at the bottom of the card. 

Of course, cards are subject to many variations. 
It is often found more economical to use electro- 
typing than the regular printing form. 

The Stock of Paper, 

The heaviness of the stock of paper used for 
booklets, catalogs, folders and post cards affects con- 
siderably the postage rate. When price is a serious 
consideration this factor should be thorou£hlv in 



380 



ADVERTISING 




HawTjfwra 
TUNGSTOLIERS 




Discount quoted on sppucanoo. Wnie to-«.b>. 

WESTERN ELECTRIC COMPANY 

XUVfcNTH AND VOKK STREKTS PHII.AOt 



WESTERN ELECTRIC COMPANY 

Gentlemen: -Kindly quoin tiiscowUs on HAWTHORN" Tuny 
stvlien <ii foOoua m tofa <tl Tiifn: T Uyht 



No. 14. 



BOOKLETS CATALOGS CIRCULARS 381 

vestigated and an estimate made by the printer re- 
garding its mailing value. A trifle balance of the 
scale will oftentimes increase the cost of the mat- 
ter when another grade equally as good in appearance 
would lessen it. 

The Dummy. 

In making up a booklet, catalog, folder or post 
card, the printer works from a dummy. The ad- 
vertiser must prepare these with great care, working 
in harmony with the artist, until not a single thing 
has been left to the imagination of the working 
printer. Of course, consultation with the printer is 
to be encouraged and his suggestions to receive due 
consideration. The dummy should be obtained from 
the printer and should be of the same kind of paper 
as selected for the final issue. The advertiser should 
then insert his designs or sketches on the proper 
pages with an indication of the reading matter to 
be placed and showing the relative positions of type 
and illustration. The pamphlet complete consists 
of cover, interior page, binding, illustrations and 
reading matter. 

Color. 

The subject of color is a most important one, being 
associated with nearly every phase of advertising. 
Whenever it is possible to obtain a color effect the 
average advertiser will employ it. We live in a 
world which is a sea of color and its influence on 
our life is great. 

Francis William Vreeland has written an article in 
the " American Printer" in which he expresses quite 



382 ADVERTISING 

clearly the subject of color. Its application to this 
chapter will readily be seen: 

"The disc of the sun and the color effect of its 
light are yellow, deepening into orange. The sun 
is the source of light, heat and life, and the sun- 
shine of happiness. Hence the colors of yellow and 
orange are symbols of warmth, light, life, sunshine 
and happiness. 

"The glow of the fire and the life blood of man 
and beast are red. Red, therefore, signifies heat, 
vitality, energy and those things which result from 
an abundance of all these in mankind, i.e., love and 
passion. 

"The sky is blue and the atmospheric effect upon 
snow is bluish white, deepening into positive blue 
in the distant landscape— blue and bluish white em- 
blemize cold, sky, air and snow. Hence, also does 
the artist and colorist make the distinction of warm 
and cold colors, designating orange, orange-red and 
yellow, and all colors showing a strong influence of any 
or all of these, as warm colors; and blue and such 
colors as likewise show its influence, as cold colors. 
We, therefore, have warm and cold greens, purples, 
browns, greys, etc., according to either their ten- 
dency toward orange, red and yellow, or toward blue. 
But to continue our limited list of color symbols: 
Sprouting herbs, leafing trees, etc., as well as the 
fully developed foliage of plants, shrubs, etc., in 
nature are for the most part, green. Green, for 
these reasons, also symbolizes life — especially bud- 
ding life — and vitality. It (green) is, in man's mind, 
also associated with things relative to poisonous sub- 
stances and metallic decay and corrosion, which 



BOOKLETS — CATALOGS — CIRCULARS 383 

makes this color also the symbol of treachery, jeal- 
ousy and envy — for, do these things not result from 
the poison and morally corroded and decayed centre 
of thought? 

"And for similar reasons sea green is the symbol 
of water; steel grey of strength, weight, solidity, 
hardness, durability and resistance; purple of caste, 
royalty, pomp, etc. ; white, of purity ; grey, of sol- 
emnity; black, of ill omen and death; yellow and 
warm grey, of dawn, opening and commencement or 
beginning ; brown, of bitterness ; gold, of wealth and 
prosperity; and numberless other colors of things or 
thoughts which through long employment, association 
and consistency, appeal to the productive mind as 
properly representative of the thought to be ex- 
pressed in a design. 

"For our purpose, therefore, one who would 
achieve the most consistent and artistic results will 
choose for his color scheme such colors as will ac- 
complish the above purpose. In a word, those which 
through long employment, association and consistency 
will, along with all of the other details in this com- 
position, tell the story clearly. And this, too, in the 
purely decorative or ornamental composition as well 
as that one which is realistically treated. 

"Let us, for example, suppose that we are to 
produce a cover design for a railroad or steamship 
booklet, — or poster, if you will, — in which the story 
is to be of trips or voyages to southern climes. To 
be consistent with the purpose of the book or poster, 
our choice should be a color scheme with a predom- 
ination of warm colors, such as yellows, oranges, 
reds, warm greens, etc., with, perhaps, just a touch 



384 ADVERTISING 

of something of an opposite character for artistic 
contrast. But always the predomination of those 
colors is to be symbolical of warmth, sunshine and 
abundant tropical foliage. 

"Suppose now, in an entirely different vein, we 
are to do a design for the cover of a machinery 
catalog. Here steel greys and those colors suggest- 
ing strength, durability, etc., are the more appro- 
priate, for they will not only be directly symbolical 
of the proposition, but will also produce a design 
quiet in tone, dignified and lasting in quality of 
appeal, and forceful in strength. 

"Thus in all manner of color design should one 
use colors as much for their emblematic value as for 
their effectiveness. This at least if he would be 
artistically consistent ; for only such designs and pic- 
tures are truly artistic." 

The following list of color combinations will be 
useful : 

PAPER INKS 

Light red: Olive and gold — rich green — blue 

and white. 
Dark red: White and gold — dark green — orange 

and dark blue. 
Light yellow: Light blue — red. 
Light brown: Dark brown and silver — g~een, grey 

and lilac. 
Dark brown : Black and white — light drab — orange 
Light blue: Light red — dark blue — light yellow 

and yellow brown. 
Dark blue: Dark red and gold— light blue and 

white — green and orange. 



BOOKLETS — CATALOGS — CIRCULARS 385 

PAPER INKS 

Light green Yellow and dark brown — gold and 

orange — dark green. 
Dark green: Black and light green — gold and 

white. 
White: Crimson red — navy blue — emerald 

green. 
Black: Dark red-— gold and white — light 

bine and silver. 
Light gray: Dark grey and red — dark bine aud 

gold. 



CHAPTER XXII. 
LETTER WRITING. 

At one time writing a letter was considered a 
mere exchange of ideas, necessary for the manage- 
ment of business. It is within the past ten years 
that letter writing has developed a new power and 
has turned competitor of the salesman. The busi- 
ness man has discovered that letters can convince 
people of a good proposition and that the proper 
"follow-up" system will often gain customers. Of 
course, not every person is susceptible to this form 
of salesmanship, but are all people under the direct 
control of salesmen? 

The advertiser who sells his goods by means of let- 
ters accomplishes this through the so-called "pulling 
power" of a letter. Given a list of persons whose 
interest in a particular article has been manifested 
by an answer to an advertisement, the right "pul- 
ling" power letter can be depended upon to sell to a 
certain percentage of the number. On the other 
hand, a letter without this quality will greatly re- 
duce the possible return. 

A letter from the right individual is always wel 
come because of its peculiar message to you. Ho 
who writes understands the natural manner of open 



LETTER WRITING 387 

ing up a correspondence with you because of 
acquaintanceship. Upon writing to several friends 
one seldom begins the letter the same for each, 
nor does he talk about the same thing in the same 
manner. There is always a consciousness of the dif- 
ference in temperament, learning or station of life, 
and this difference modifies expression accordingly. 
To be able to write a good letter becomes an art, 
and the business world is beginning to realize that 
the man who can write the best letters is a special- 
ist. He is one who sells goods on paper instead of 
dealing directly with the individual. As an example 
of the recognized difference in the expression of one's 
personality, look at many of our literary men. Their 
written works have charmed us, while to know 
them personally has often been such as to cause 
amazement that such fine word pictures could come 
from so uncouth a body. Oliver Goldsmith has 
fascinated the world with his "Vicar of Wakefield," 
yet his story tells us that he was almost an idiot 
when in social contact with people. Thus the man 
who can write is to find his place in the busi- 
ness world and his ability to move men's actions is 
to be realized by means of a letter. Somehow he is 
to divine the universal tendencies of men enough to 
arouse the greater number not only to read but to 
act upon what has been written, or if a letter has 
been received in answer to some advertisement in 
the form of an inquiry, he must be able to read his 
prospective customer at a distance through the form 
of his letter and the manner of his expression. At 
this point we see the relationship existing between 
the advertiser and the writer of letters. 



388 advertising 

The Letter Writer and the Advertisement. 

A successful advertisement will often furnish 
work for the letter writer. The letter writer must be 
powerful enough to make the advertisement pay. 
Thus again are advertising and salesmanship united. 
The insertion of advertisements, the sending of book- 
lets, pamphlets and circulars is lost on thousands 
of people unless a letter is sent with the literature. 

The salesman goes out to sell his goods. He 
talks and he talks, but if he fails to hand the 
pencil for the signature of his prospective cus- 
tomer at the right moment, the sale is lost. So in 
handling a customer by correspondence, each letter 
should skilfully lead on to the point of desire and 
then the right suggestion be made to get results. 
In an extended correspondence, the kinds of ques- 
tions asked by the interested party or his avoidance 
of certain propositions should act as a key for con- 
tinued correspondence. To catch the writer's mind 
at the place of greatest interest and to lead him on 
by suggestion is the problem of a skilful letter 
writer. 

There are two kinds of letters which are often pro- 
ductive of great results. One is sent to different peo- 
ple within a concern, giving them information, encour- 
agement and instruction regarding those things which 
make for greater efficiency of the working force. 
For the members of any movement to receive this 
kind of information from authoritative sources is 
the creation of new ideals. Men soon grow to know 
what is expected of them and, furthermore, to be 
kept alive in the development of their own busi- 



LETTER WRITING 389 

ness field. This kind of letter writing necessitates 
accurate knowledge on the part of the writer. Again 
there must be the element of personal appeal where 
each feels himself a part of a truly progressive es- 
tablishment. Then as one man begins to succeed above 
another the poor salesman knows that it is ineffi- 
ciency and not favoritism which permits of this 
greater success. 

Letters thus have a unifying effect in spreading 
among the interested people knowledge which might 
be construed as for a favored few, were it not that 
each one receives the same information in the same 
form and at the same time. People working within 
any establishment need looking after. Most human 
beings are subject to relaxation whenever the op- 
portunity presents itself to relax. This is especially 
true where a man is given considerable freedom 
and whose time is his own making. To advertise 
within one's own establishment is as necessary for 
the completest success as to have the right kind of 
office furniture and building to conduct a partic- 
ular kind of business. The right kind of letters 
keep us in touch with the working forces of any 
concern and thus increase the general efficiency. 

The second kind of letters for advertising purposes 
reaches two classes : namely, those answering adver- 
tisements and those sent to names on a particular 
mailing list. Those answering advertisements are the 
most valuable letters for any concern. Such a letter 
implies interest or it would not have been written. 
Interest, on the part of the consumer, is the hope 



390 ADVERTISING 

of salesmanship. It is the nibble of the fish on the 
hook; the question is, can you keep him there, hook 
him and then land him. 

Letters sent to those whose names have been 
found on some mailing list are meant to create a 
demand and are really advertisements. An answer 
to this kind of a letter on an average proposition 
implies unusual interest and should be answered 
accordingly. 



Study Inquiries. 

Inquiries reveal how good an impression has been 
made as well as the weakness of the advertising copy. 
The fact that a question is asked regarding a certain 
unexplained point might indicate that the advertise- 
ment was not good. But this need not be neces- 
sarily true, for the size of the advertisement 
might not permit an insertion of details into the 
text. At any rate the advertiser should, by a care- 
ful analysis of the letters which are received, be 
able to tell quite accurately what effect his partic- 
ular advertisement is producing. This permits of 
an intelligent change of copy to further increase the 
power of the advertisement. If the people are 
learning something really important about the ar- 
ticle, the letters will not be filled with questions but 
w T ill oftener immediately ask for the goods. The 
co-operation of the letter writer and the advertiser 
thus produces a combination which can intelligently 
gauge the pulling power of each advertisement from 
the standpoint of interest. 



LETTER WRITING 391 

The Mailing List. 

Every well-organized large city house working 
through salesmen, men who canvass the trade, keeps 
a most complete card file of customers, present and 
prospective. In the making up of the mailing list 
every bit of information possible is obtained re- 
garding the person to whom the letter is sent. It is 
nearly always possible to find the kind of business, 
profession or trade in which a man is employed. 
This, in itself, is always indicative of certain mind 
tendencies and permits of an introductory sentence, 
at the least, interesting. Mail order houses have 
much detail information regarding their trade and it 
is because of this that they have been able so well to 
compete with others. A knowledge of the kind of 
work in which the man is engaged or hobbies which 
have come to be known permit of a variety of let- 
ters. A mailing list is the most important factor 
in the distribution of all literature. It is not 
pleasant to feel that a large percentage of the names 
have not been honestly or intelligently selected and 
that a heavy loss must be counted upon. There 
are concerns in nearly every large city which have 
classified mailing lists and which are quite satis- 
factory. 

In working with a certain night school I was con- 
stantly engaged in the making up of a mailing list. 
There were three high schools in the city. When 
graduation day came the programs were secured and 
a search through the directory brought the pupils' 
addresses. Those impossible to locate were given to 
some member of the class who personally secured 



392 ADVERTISING 

them. The most tedious way of getting an address 
is to go through the city directory and pick out 
the name according to the kind of work indicated. 
Once obtained, however, the list should be kept. 
Many concerns make a mistake either in destroying 
these records or in neglecting to check off the names 
which are found to be useless by the return of 
unclaimed letters. You may think that once used, 
the list will prove valueless, but if you are in any 
kind of developing business, surely their need be- 
comes evident. 



Immediate Attention to Replies. 

\Yhen anyone has written for information re- 
garding an article, he usually expects an immediate 
reply. Nor does he require two immediate replies, 
as is often the case in careless offices, especially 
where stereotyped letters are sent. A lack of at- 
tention in either of these details creates a very bad 
impression on the mind of the receiver. To answer 
immediately is to make the first hit while the iron 
is hot. Get back at the man while he has your par- 
ticular article in mind. If you allow too much 
time to elapse, even a few days, you will often find 
that he has lost interest and it is hard to win him 
back. When correspondence has been ignored by 
the inquirer, persistency is the remedy. If it is 
possible, write so as to find out why his interest 
has waned. The same spirit which will not permit 
no for an answer on the part of the salesman must 
characterize the letter writer. 



letter writing 393 

The Form of Letters. 

Let us now turn to the discussion of the letter 
itself. The first thing to be considered is the general 
appearance. The paper should be the best that any 
particular business can afford. There should be 
such a typographical arrangement of the letterhead 
as will produce a pleasing or artistic effect. Many 
concerns utterly disregard these minor details and 
as a result miss one of the simplest and often 
most effective ways of advertising themselves. While 
any printer can furnish innumerable samples of 
letterheads yet it is not to be said that he can get 
the same effect with the particular data which you 
have to arrange. Merchants often select a certain 
form which is pleasing with the order that theirs 
be similar. When the finished work is presented 
it does not at all appear like the sample. Perhaps 
their name is much longer. The difference is in the 
use and length of words. Each one should work 
out a letterhead which is individualistic and which 
is the artistic effect of his necessary information. 
It is better to engage an expert in this service than 
to be eternally changing and never happening upon 
the right combination. The heads illustrated on fol- 
lowing pages, designed by the American Type 
Founders Company, are excellent examples of what 
can be created by the right people. 

No. 1, on page 397, is also typical of a good letter. 
Sent to the right individual it commands a continued 
reading. 

In all the letters shown observe the manner of 
introduction. In each one there is individuality 
and our interest is aroused from the very start. The 
old stereotyped business form of introduction should 



394: 



ADVERTISING 



CAPITAL STOCK 01.UOO.OOO 



I-NITKD BTATeS DBPOBITAHV 



MOMIOOTH MATFIOWAX, BANK 

PaE»CAJ«TIlL.K IX8URANCE BuU)I\G 
IFRATVltUT* gQVARE 



Bonding I>E»»ART:>ife>rr 



IBradnek, ©ran© 



^finnbrr < 2)ftftg-cmE®ranb^trtct,©rkan, ( illaint 

J^ri^tainebCikss^orks 



^uinbcr 1806-.A Parkfe^ 



C0UM1TN1CATT0II I 



Homer Ebert Gladstoxe 

Real Estate akd Insurance 
Notary Public 



CVen «H lh« oftfav 



Bridgeport. Indiana 



LI i K «iti $ a n 03 v^ompa.fv.4/ 



<ft»v 



^JUgiJCuJE^OHan 



L'c«atv t,«ti|, i/Tlinr 



LETTER WRITING 



395 






97UZ~™ 



J/(Msaaj?t&JL<)MJA42/<Ji&&mA2n^ 



iJa-A/iiQftaai^LyOA/icfTveA' 



(y«c»t^ Ovtutfj a£ J&%a n t f^ny 



George H. Bekdeh 



GEOKGE H. BENDER & SONS 

^E AGENTS FOB THE CEI 

JJAMs COHPAnAoLL- 

DESKS 



&~X FBAM CISCO 



Brunswick City. 



/4~33d a **<,~/.&eU&nt 






tie/ 



COAV 




SU^S&u^&^&eaut* 






396 ADVERTISING 



Daniels, Minder & Company 

BANKERS AND BROKERS 
HARRISBURG. MAINE 



Foreign Department 



Harmsfield-Curtis Machine Company 

Electric Pumps and Marine Engines 

CUT AND PLANED GEARS 
;'„"" MALLEABLE IRON CASTINGS AND CHAIN HOISTS ThcWo 



DIXON-MUNROE PUBLISHING HOUSE 

Technical and Medical Publications 
Agency Muir's Anatomical Chart 

IRUGSISI 23C Montgomery Avenue 

Redvine, Miss. 



LETTER WRITING 



397 



be discarded and the occasion of the writing with 
regard to season, difficulty or new proposition should 
govern the style of the body of the letter. To make 



MCCLURE'S MACAZINE 

L* ■ PUBLISHERS OF BOOKS 



Varch 19. 1910. 
Mr. George P.aymond» 

Baltimore, lid. 
Dear Sin- 
Two friends of ours, well-known novelists, dropned in or. us recently ar.d 
fell to glancing over the volumes described in the enclosed circular. In five min- 
utes both had forgotten that they care on business. Presently, one of tr.era, who 
had been wandering among the worlds in Pro. Chambers' "Story of the Stare* lifted 
his head and drew a deep breath, 

fiction when he can find facte 



'Did you know, ; said he "that plantB take care of their your.g?" 
•No, replied the other "but do you know that when you see a ctar fall, 
you are looking at something that probably happened hundreds of years ago?" 
"Jto," was the reply. 

"Then," said both together, **Vhy don't you know?" 
And after some discussion, they evolved the answer. Poth had tried to 
read scientific books and had found them as interestingly written as n Broiler, and 
dropped them. Now for the first time, they had come upon books tha« set forth in 
an interesting way the great, wonderful world as it is, books which get down to 
the bed rock of romance that underlies all the great facts of existencc- 



i"e relate this incident to you because it tells better than wc can 
otherwise just the sort of books these are. Here are books so fascinatingly 
writton by the world's greatest scientists or.d scholars that they aro called 
stories. Here are books which, at the same time, contain that knowledge which 
heretofore could only be securer; by taking a college course. 

But no adequate conception can be had of their value to you and to every 
member of your family except by an examination in your home and at your leisure. 
Therefore, knowing you to be interested in b-oks and believinr that you will be 
■ among the first to realize their entertaining and educational w*lue, we extend 
to you the Tollowin- splendid introductory offer. 

If you will return at once the enclosed order form, properly signed, we 
will send you the work complete in twenty-five volumes, all charge- prepaid, for 
oxamination and consideration. It is understood that you need not send any 
Toney with your request for inspection, for, not only io the delivery of the 
books to be prepaid, but, if they are not entirely satisfactory, you are at lib- 
erty to return them at our expense. 

It neer's only a postage stamp and one minute of your time to take ad- 
vintage of this opportunity, which enables you to secure these books at the low 
introductory price and pay for them while you are enjoying them on the easy 
terms of only 82.00 per month. 



No. 1. 

the text alive and interesting should be the aim of 
each writer. 

Reproduction of Letters. 

The business world employs four different pro- 
cesses in the writing and reproduction of letters. We 



398 ADVERTISING 

are all acquainted with the typewritten letter and 
the carbon copies which can be reproduced. If the 
right kind of paper is used, as many as twenty 
copies could be obtained. When a great number is 
required other processes should be employed. 

The mimeograph is one form of reproduction 
which helps us over this difficulty. This kind of work 
is accomplished by taking off the typewriter ribbon 
and writing upon a sheet of wax. The result is 
a perforated wax impression or stencil. This wax 
sheet is then placed on the cylinder of a mimeo- 
graph and is ready to make copies. 

Another process which is often employed is called 
multigraphing. A type form is set up and an im- 
pression is made through a much broadened type- 
writer ribbon upon a paper. The result is a perfect 
imitation of a typewritten letter with even the in- 
dentations of the keys showing. Then letters are 
printed. Often a zinc etching is made and copies 
printed from the plate. This form of letter con- 
tains the signature. Testimonial letters are produced 
in this way. 

Those engaging extensively in letter writing per- 
taining to any business have discovered that certain 
questions are always asked. Accordingly, a form 
letter has been especially prepared to answer this 
question. A different letter will be sent to those 
having still another difficulty. This saves both hours 
of extra labor and expense, at the same time permit- 
ting of a dignified correspondence. Often the first 
space for the first paragraph is left blank to be 
filled in so as to make the correspondence more 
direct. When the date and the salutation are inserted 



LETTER WRITING 399 

great care should be taken that the color of the ink, 
style and size of type harmonize with the body of 
the letter. The same method is employed with fol- 
low-up letters. When there is no response from 
the first, others, complimentary in spirit, are sent 
at certain intervals. And so the correspondence 
continues until patience, money or an answer for- 
bids further writing. The doing of this thing is in 
itself good advertising and if the goods or the issue 
possess real merit there will some day be a favorable 
consideration of the proposition. 

Regarding the style of letter-writing, three qual- 
ities should be insisted upon: first, courtesy; second, 
precision; third, clearness. 

Paragraphing. 

All letters should give consideration to the question 
of paragraphing. The manner in which a letter is 
spaced with regard to this detail is another element 
which at the first reading either impresses us or not. 
If one were to observe the absolute rules of para- 
graphing, the general appearance would often go dis- 
regarded, but the best letters in appearance some- 
times violate school usage. The best grammar and 
accurate punctuation, however, are to be insisted 
upon. Too much cannot be said of punctuation. 
Its correct use leads the reader on from point to 
point with an interpretation of the text that is only 
fully realized by punctuation. Attempt to read 
poetry that is unpunctuated and you have some no- 
tion of the real effect of a properly punctuated 
page. "We have come to interpret the meaning of 



400 



ADVERTISING 



a text unconsciously and punctuation assists us in 
this process. 



TCltPMONC Cl»T«u 5807 




[ 4rh 



February %'., 19U 



V.T. Herman w . Snith, 

Philadelphia, Pa. 
Dear Vr, Smith :- 

We are sending herewith our great book under separate ccvor entitle* "Ton 
Acres and Freedom*, te want you to read this book thoroughly from cover to cover. It 
ia very e»p«nalve, and has cost this Company a great deal of lira, research and effort 
to prepare. w e hav* spared absolutely no expe-se to secure irfornatiin on evtry 
point, not only in connection with our colony in farion County, but all qaestiona 
arising and portaining to Florida's fer'illty, productiveness and progress, 

Tfe want to especially call your attention to what the writer says on the 
inside front cover of this book. You can absolutely depend upon what is contained in 

these words. I have bean fully authorized hy the Board of Directors of this Company 
to definitely promise every purchaser of a Burbank-Oonla farm that if he is not satis- 
fied with his purchas, *hat ha nay receive a refund for every cent paid in, together 
with 6f interest, any time before aotual delivery of deed. This means that you are 
given ample tine to arrange your business affairs, so that you may pny your fair, a 

.visit and satisfy yourself that you have nade a profitable investment. 

This guarantee is made only after a couple 
ability of thla land to plaoe any man in a posltlom 
his investment is certain. 

We want each reader of this book to know that this oolony is not one on 
paper, but that it is an active, vibrant, living thing, that the people are settling 
in this colony now by the score, that they are clearing their land, building houses, 
planting their orops, and that improvements are being eiade by store-leepcrs, com- 
et largo, who axe seeking a portion of the great 
" as this. 



caring for the wants 



large 



cormunity 



We have sold thousands upon thousands of acres of Burbank-Ccala lsnfl, and 
we are today eelling this land at the rate of almost 1000 acros per day. We have only 
a United nir-ber cf acres left to sell upon these terns and at this nrice. 

Think of baying a 10 aera farm at 125.00 per aero, making a payrant of o>')y/ 
$5.00 per month, or at the ratio of 17 oente per day. This Conpar.j desires onf. hepaa . 
•to have from 15^0 to 2000 .mttlwra on thece lands Before the expiration of surrer. 



to sell land to those who will 



take on interest la It, 



No. 2. 



The psychological reason of paragraphing is the 
tendency of the mind to pass from one thing to 
another quickly. A letter which is massed together 
found to be uninteresting would soon wearv the reader 



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402 ADVERTISING 

and it would be thrown away in disgust. If, how- 
ever, the same page were paragraphed, the first 
paragraph proving uninteresting, the mere para- 



John B. Stetson Company 

FINE HAT MANUFACTURERS 
RETAIL DEPARTMENT 
(IO» CHESTNUT STREET 



Ky dear Mr. Flanigan, 



Philadelphia April 30th, 1910. 



Of course, you are going to help Perm put it 
all over the Tigers next Saturday. 

And naturally you'll follow the time-honored 
custom of making this the opening day for straw 
hats. 

Am I right? 

If I tun, I'd like you to see four new shapes 
that are way ahead of anything else In town. 
They're just the 3ort that you chaps, who 
know a good hat when you. see it, want to wear. 

The. little enclosure that I'm putting in with 
this will give you an idea of their looks. 

Very truly yours, 

John B. Stetson Company, 

Mtaiager Retail Department. 

Hr. D. Flanigan, 

3621 Locust St., 

Philadelphia. - 

No. 3. 
graph form would force the eye to the second and 
so on to the end. It is to be hoped that some of 
the paragraphs would prove interesting enough to 



LETTER WRITING 403 

compel attention until the end. The previous let- 
ter is of three pages and the paragraph effect has 
been carefully worked out. It is pleasing to reaa 
and affords opportunity for skipping should the in- 
terest lag. (See No. 2.) 

No. 3 shows a reasonable letter. The men who 
received these letters were quite responsive and 
showed their appreciation of its contents by actual 
purchase. 



CHAPTER XXIII. 
THE MAIL ORDER DEPARTMENT. 

One of the business marvels of this century is the 
birth and growth of the Mail Order Department. 
It means salesmanship by mail only and depends 
entirely upon advertisements for results. Mont- 
gomery, Ward & Company; Sears, Roebuck & Com- 
pany, and John M. Smyth & Company, all of Chi- 
cago, represent the leaders in this system. They 
began with almost nothing until to-day each has 
developed a business running up into the millions. 
But the mail order department is not necessarily 
confined to houses making this their one specialty. 
Department stores have been quick to see possibilities 
here and have made this kind of salesmanship a 
source of certain revenue. 

That the right article advertised at the psycho- 
logical moment does bring immediate results is evi- 
denced by the following authentic instance : A few 
weeks ago two individuals got into a heated discus- 
sion regarding the possibilities of selling by mail. 
One claimed that much time and energy was neces- 
sary to get anything started. The other contended 
that results could be obtained immediately if the 
right article were advertised at the right time and 
to the right people. A wager followed. The two gen- 
tlemen began to walk the streets and through the 

404 



THE MAIL ORDER DEPARTMENT 405 

stores looking for a suitable article. Finally an 
ice pick costing but ten cents was agreed upon. It 
was advertised in a national magazine reaching the 
masses. The price asked for the pick was thirty 
cents. A phrase "A Dandy Ice Pick." constituted 
the catch expression. Replies began coming in from 
all sections of the country the very first day, until 
a wholesale stock was bought and soon exhausted. 
Orders are still coming in at the time of this writing. 
This instance does not prove that every article 
could be disposed of so easily, but it does show the 
tendency toward response if the right thing is pre- 
sented at the right time. It is this tendency to 
respond which has brought millions of dollars to 
some concerns. 

Kinds of Mail Order Advertisers. 

Mail order advertisers are divided into two classes : 
First, department or other city stores having mail 
departments which reach every class of people in 
both city and country. These may depend upon the 
personal element to assist them for they are retail in 
nature and will at some time bring many of the 
mail order customers directly to the store. This de- 
partment not only depends upon advertising to cre- 
ate a demand but when possible, and it seems ex- 
pedient, sends samples to prospective buyers. A 
request for samples is usually given immediate con- 
sideration. 

Second, manufacturers of goods often sell direct 
to the people instead of selling them through the 
jobber. Although the expense of such a campaign 
is great, nevertheless the gain is said to be in favor 



406 ADVERTISING 

of the customer. Mail order advertisements bring 
so many returns that a part of the expense is de- 
creased because of the enormous output made neces- 
sary to meet the enormous demands. This fact has 
afforded an excellent talking point and has argued 
many a man into a trial purchase. 

The mail order department was originally thought 
to reach the class of people living on farms, in 
small villages or in places remote from purchasing 
possibilities. The small storekeeper is not able to 
carry a large stock nor is he able to keep abreast 
of the times in styles and patterns. In the mean- 
time advertising has become expensive and farmers 
as well as city folk begin to desire the best and the 
most for their money. Transportation makes pos- 
sible quick delivery and as a result of the alluring 
advertisement offering a real bargain in every re- 
spect better than the storekeeper's, we get a ready 
response. In the meantime, city people have come to 
regard the mail order house or department most 
favorably. Now that confidence has been gained it is 
said that Chicago dealers ship goods directly into the 
heart of New York. An advertised article secures the 
attention of some one. It is just what they want, or 
need, and in goes the order. 

The continued success of any mail order depart- 
ment must inevitably rest upon the satisfaction 
given. Consequently the ideal which is created 
should not be untrue to the goods themselves. Re- 
member that the advertiser is to be sight, touch 
and mind for his customer. His judgment as ex- 
pressed in the advertisement must prove to be correct 
or a dissatisfied customer will be the result. 



THE MAIL ORDER DEPARTMENT 



407 



There have been many concerns whose dealings 
have not only been unfair but of a nature to be 
counted highway robbery. A knowledge of this 
has been spread among the masses until there is 
always a lurking suspicion that the goods might not 
come as described. So that advertisement which 
creates an atmosphere of confidence is helping con- 
siderably toward a sale. 

Mrs. X — was seated at the dinner table enjoying 
an unusually good slice of turkey when Mrs. Y, 
peering over her glasses, exclaimed, "Mrs. X, what 
is that on your dress?" 



I. S~- 

"~7l SPECIAL, 95c— ONE DOZEN HIGH -GRADE 
6 upright and 6 inverted. 95o. ; ex 



arnlsh 
_.— -o*othe yourself; furniture, car- 
,-.~»*g,,.a roll of matting; ladies' i>id mens 
clothing; refrigerators and go-oarts. 50c. week- 
ly. RAT'S; 1.W3 Ridge ave., near 16th and 
Parrish. Open Friday and Saturday evenings: 



/ mantles, 6 

I pre 86 prepaJ 

I manufacture 

i\ delphia. Pa. 



prepaid. New York Light Supply Co., 
,ufactureni» No. 49 North 9th St., Phila- 



GILLKTTE BLADES SHARPENED. 2c. ; 
Ever-Ready, Gem Junior, 8c. ; raaors, 20o. ; 
new handles, 2Cc.;Star and Gem blades, 20c. 
R. CAMP, formerly at Supplee's, now at 
WAT'S CIGAR STORE, HOB Market. 



_ J^J. 1 T J, ADCC c.- T.TI2H8PQ. 
No. 1. 



> 



"Why," said Mrs. X, "that is an advertisement 
which I have just cut out of the paper. It is so 
small that I have pinned it on my waist to avoid 
losing it. I must confess that I doubt getting what 
is advertised but at any rate I am gxring to try. 
Listen to this:" See No. 1. 

Thereupon followed a discussion. Mr. B told how 
he had just been caught by a mail order house. He 
had answered an advertisement which described a 



408 ADVERTISING 

certain suitcase as being worth fifteen dollars but 
selling for only ten dollars. A trunk was also de- 
scribed, offering an equally good bargain. When 
the goods arrived, inspection found them to be untrue 
to the description and actually to sell at retail 
prices in the neighborhood four dollars less than the 
advertised price. Mr. B was under the impression 
that he was getting his goods directly from a man- 
ufacturer and such being the case expected them, 
without a middleman's profit. Given any group of 
people and among them there are those in whom there 



75c Cactus for 28c 

Prntu Part! Easiest of all flowers to grow, indoors or 
UIUW OaCil out; you can't kill them. Immense va- 
riety of forms and species. Exquisite flowers. 1 to 5 
inches wide, in scarlet, yellow, purple, etc. We are in 
the heart of the cactus country, and ship the strongest 
plants only. Note these Special Introductory 
Offers— This rare Cactus (Ec. dasyacanthus), beauti- 
fully colored spines, bears exquisite 2 to 3-inch golden 
flowers, price 75c, with directions for growing, mailed 
for only 28c. Eight small Cacti, assorted, all bloom- 
ers, prepaid for $ 1 .00. Send with order names of two 
flower-growing friends and we will add free sample of 
our delicious Mexican Cactus Candy. Free Catalogue, "Cacti and 
How to Grow Them." Get it To-day. 
THE FRANCIS E. LESTER CO.. Dept. BX4. Mesllla Park, New Mexico 




No. 2. 

is a tendency to respond and also a tendency to 
have faith. 

That concern which gives satisfaction in the de- 
livery and quality of its goods is destined to con- 
tinued cumulative success. 

No 2 is an appeal to our fondness for a bargain 
The natural question is "How can it be sold 
so cheaply!" When we read the phrase "In 
the heart of the cactus country," our curiosity is 



THE MAIL ORDER DEPARTMENT 409 

partly satisfied. This should be brought out more 
clearly and associated with the price. It would seem 
that people wish for a bargain and when a plausible 
explanation of one is given, concerning the particular 
goods, they respond. 

On the other hand, so many ' ' fake ' ' advertisements 
have appeared, that free appeals are perhaps less ef- 
fective than formerly. There will, however, always be 
a certain class of people Avho will be susceptible to 
any form of suggestion. It is upon this element in 
human nature that the "quack" in any profession 
or line of business depends. This course intends 
only to encourage the legitimate. 

Another factor influencing the mind of the pros- 
pective buyer through a mail order advertisement 
is the magazine or paper in which the advertisement 
itself appears. If the pages have always impressed 
the reader as being conservative, devoid of the sensa- 
tional, and the impossible, there is an added factor 
for a possible sale. Know the rating of the paper 
in which the advertisement is to be inserted. 

As suggested before, many mail order concerns 
have established themselves as honest and anxious 
to give complete satisfaction. Their national in- 
crease of business has enabled them to offer mer- 
chandise that is better and with a much greater 
line for selection than is possible to be found in 
the average local store. Of course, this condition 
has resulted in a bitter feeling between the country 
merchant and mail order houses. But the farmer is 
satisfied with the goods received and continues to 
encourage this form of salesmanship. One of the 
problems of the country merchant and one which 



410 ADVERTISING 

has not yet been solved, is how to compete with his 
mail order rival. 

The Keying of Advertisement. 

In order that the mail order advertiser is not to 
be in entire ignorance regarding the pulling effect 
of his advertisements, they are keyed. This means 
such an arrangement of the address as will enable 
him to tell just which magazine obtained the answer. 

The Taylor Nursery Baby Bed Company 

No. 1 Madison Avenue, Corner 23d Street, New York City, N. Y. 
712 Consolidated Building, Jacksonville, Fla. 

Our catalog describes and illustrates all the features and uses 
of "The Taylor Nursery." Send for it. It's free, for 
your dealer's name. 

Our catalog, which we want you to write for today, will 
demonstrate fully to you that "The Taylor Nursery" 

is an absolute necessity to every mother with a young baby. 
Send for catalog to our nearest office. 

The Taylor Nursery Baby Bed Company 

No. 1 Madison Avenue, Corner 23d Street, New York City, N. Y. 
410 Consolidated Building, Jacksonville, Fla. 

No. 3. 

One method is to give the building several num 
bers if it can be conveniently done. Another is to 
number the offices of a building and have the mail 
directed to these. Again, the wording of an adver 
tisement which brings out a different fact from an- 
other enables one to detect the source. No. 3 shows 



THE MAIL ORDER DEPARTMENT 



411 



two advertisements taken from different issues of 
The Ladies' Home Journal. The kind of answer re- 
ceived would indicate which month's paper had 
proven effective. 

The mail order business attempts to get an im- 
mediate answer to its advertisements. General ad- 



Enough lamp- 
chimneys break 
from "accident" 
to satisfy me, 
without having 
them crack and 
smash every time 
the light is turned 
up. 

Macbeth lamp- 
chimneys never 
break from heat. 
R Ce . v. s. v«. oe. It takes an "ac- 
cident" to end their usefulness. 
They add to the beauty, com- 
fort and usefulness of the lamp 
— and they fit. 

There is a Macbeth lamp-chimney made 
for every known burner, and 'my name is on it. 

My book will teil which one to get for your 
lamp. It is free, Address 

Macbeth, Pittsburgh. 




No. 4. 



vertising is educational in its nature and serves 
rather to send the intended buyer to the retail 
store for the goods. No. 4, or the Macbeth lamp 
chimney advertisement, is to compel the prospective 
buyer to ask for that particular chimney at his 
grocery store. 



412 



ADVERTISING 



No. 5 is plainly educational in its nature. I am 
an absolute stranger to its message, yet it would be 
impossible for me to know whether to expect those 
goods in the store in my neighborhood or to await 
a letter from the Murphy Varnish Company. It is 
not definite either as a mail order or a general ad- 




nukv> a iiiaiioilaiiy -lain for 
rurch. pine, whitewood. or ma- 
hoganv which w,|] reproduce 
the rich dark tone of .he old 
wood. To decide at an eariy 
date upon the wood finish for 
your house is a jiood plan. 

\V„k Market Grwolc.,, Cm- 
sultirt. Deeorotor of MUrph) \ ... | 

uu.li Company. She will qijU 
SUffgeatioas. illustrated hv wood 
p..ncl> limshed 1>> harmonize with the 
color scheme. wrtij. the- Decorative 
Department h-iII supply to you upon 
reuM.-..t This is expert service. 

Sample* i.f wall coverioganJ drapery j 

material art inctudei.. Send vour ! | 
. «, bow ia -.1, 






AJar.w Department of Orc.wT.tloo 

Murphy Varnish Company 

New York 

r::.::-."d l. 



34$ t mi' Aveoue 



No. 5. 



vertisement. Thus we see that the character of 
every advertisement should be quite clear. What 
would be the use of my writing to New York for 
information if the goods could be gotten in the 
neighborhood? If the goods are kept here, I should 
know it and possibly save much valuable time. 



THE MAIL ORDER DEPARTMENT 413 

Folders, booklets, catalogs, and circular letters 
are the necessary factors in a successful mail order 
business. These should be the finest that can be 
afforded. If common taste itself did not demand it, 
competition would necessitate the best in appearance. 
There is usually no middleman to receive a profit 
on goods; consequently, the advertiser must be wil- 
ling to allow an extra amount for the best advertis- 
ing literature possible. Just as a poor salesman 
turns away an interested buyer, so an ineffective 
circular will discount the estimated value of a con- 
cern. Illustrations with good forceful text are the 
convincing elements in a mail order sale after the 
inquiry has been made. While some answer adver- 
tisements through idle curiosity, yet the greater num- 
ber can be depended upon as being in dead earnest 
if the goods are what they seem to be and the con- 
dition of sale made easy or possible. 

A Simple Letter Advertisement. 

Last week I received a letter from the Cooper 
Manufacturing Company, (No. 6). With the letter 
itself had been enclosed a most tasty booklet as well 
as samples containing the prices of their underwear. 
The impression made was most favorable for I had 
determined to investigate their goods when buying 
my summer garments. Here is an example of an 
advertisement which is personal, yet mail order in 
effect. The samples are so satisfactory that I should 
not have the slightest hesitation in sending for the 
goods. In advertising this way the chief difficulty 
would be in getting the letters to the right class of 
people. The price might be unsatisfactory to many. 



414 



ADVERTISING 



Consequently the mailing list of these particular 
goods must be seriously considered. Observe, too, 
how the letter is most timely. The few warm days 
of February are enough to set our thoughts in the 
direction of summer underwear. A second letter a 



I.COOPER. Prtst 5 Treas" fe _ 



JAMES.E BURKE, Sect). 



m$mmmm 




B£\/V//VGTOAf. Vr.,_ ^b. 21, __/£ 10. 



■ttr.Ti.1I. Rdis, 

Philadelphia, Pa. 
Dear Sir:- 

Ae the tine for thinking what we shall wear for Spring and 
Simmer Underwear is fast approohing, we feel reu will be interested 
in looking over a few of the fabrios made by the Cooper Manufactur- 
ing Company ef Bennington, Vt., whose machines make the famous spring 
needle oloth, which always retains !♦■ elasticity and perfeot fitting 
qualities. 

We are the originators of this quality ef goods. A few "have 
tried to imitate us and have succeeded none to well. Look for our 
label and you will be -sure youTiave Cooper' > "Sprlnglfeedle Knit Un- 
derwear of Bennington, Vt. 

If you cannot find our goods at your dealer's, and he will 
not secure then for you, write us and we shall be only to glad to see 
that you are supplied. 

Very truly yours. 
Cooper Mfg. Co. 

No. 6. 



month later, but which did not come, would have 
been very forceful. Had the samples not been so 
fine in texture the letter would not have been as 

effective. 



THE MAIL ORDER DEPARTMENT 



415 



"System" contains a short but excellent para- 
graph on "Keeping a record of advertisements." 
No. 7. 

In practically every business, advertising matter is 
sent out at different intervals to customers and pros- 
pects. The various forms of booklets, catalogs, cir- 
cular letters and samples used, and the different 
classes of people to which they are sent, necessitate 
an efficient system for keeping a record. 

The manager of a manufacturing company in 
Missouri is employing a system which fulfills all the 



AMERICAN FENCE CO. 
: ccoRcrroww *»* 



RECORD OF AOVeRTlS?NG MATTERSEKT OUT 



hSBSH s. 



■ |«c&*a*j 



i h— 



No. 7. 



requirements. The basis of the system is the desire 
to know exactly the cost of the advertisements sent 
to each person. This knowledge enables him to 
mark the names off the list of persons whose 
orders do not more than cover the expense of the 
advertisements sent to them, and also to discard 
any form of advertising that is not paying for 
itself. 

Each state constitutes a territory in the scheme, 
and a separate record is made out for it. The form 



416 



ADVERTISING 



ORDER BLANK 



Mail Order Section 

JOHN SMITH CO., 

NEW YORK, N. Y. 



Send goods as ordered below to: 

Name 

Street and No. 

Town 



State 

(If your post office a<blress is ilifferent from above, give it here) 

Post Office 

Ship by Mail, Express or Freiqht,(£ate which) 



AMOUNT ENCLOSED 


Draft . 


1 


Money Order 




Stamps 





Cash . 




Total . 


| 
1 







Please send all requests for 
samples or information on a 
different sheet from order. 



(If by mail, enclose app] 



postage, at the rate of lc. an ounce) 



May we substitute equal or better quality? 

(Customers will facilitate the filling of orders and avoid delays and unnecessary 
correspondence if they will allow us the privilege of substituting equal or better quality, 
in case the exact style ordered is temporarily out of stock. If permission is granted, please 
write "Yes" in above space; and we will use our best judgment in making a selection.) 



No. of 
Page 


No. of 
Article 


Description of Article pRinp 
(Give Size, Color, Etc.) 


TOTAL 
AMOUNT 







































































No. 8. 



THE MAIL ORDER DEPARTMENT 417 

shows one of the records. At the head of the nar- 
row vertical columns is printed the name of each 
form of advertisement. 

When an advertisement is mailed to the customers 
and prospects of a district, the number of the form 
is placed in the proper column, following the date 
of mailing. In the last vertical column, headed 
"Amount of Postage" is written the cost of mailing 
one catalog, letter or whatever it may be. 

By consulting these records, which are kept in a 
loose leaf ledger, from time to time, the manager is 
able to eliminate any unnecessary expense in the 
advertising department and to watch all details of 
this phase of the business. 

No. 8 is a form of order blank used by many con- 
cerns. 



CHAPTER XXIV. 
TRADE JOURNALS. 

Change is the life of trade. The business that 
is small and struggling to-day is a large corpor- 
ation to-morrow. Then the fight begins to maintain 
the rights won, and to convince the multitudes that 
it was all done legitimately. The successful man 
is he who is able intelligently to meet the changes 
as they come and also to introduce such improvements 
as will create accumulative effect in the growth of 
the particular business. 

Among the different processes at work to keep 
alive any particular business is the introduction of 
new methods to meet growing opportunities. For in- 
stance, you might have a small dry goods store in 
a growing city. There might not be a shoe store 
within five blocks of your place. A shoe depart- 
ment is opened up because of the need of shoes 
and the willingness of people to buy two different 
kinds of articles in your store instead of one. Thus 
department after department is added until the 
modern department store is established. Once es- 
tablished you have competition and what your neigh- 
bor is doing to improve his business you are com- 

418 






TRADE JOURNALS 419 

pelled either to appropriate or imitate in some form. 
Thus an outside factor demands a rearrangement 
of your method of doing business. 

It is the trade paper, serving both the manufac- 
turer and the retailer, which presents ideas con- 
cerning outside features that will enable the re- 
tailer or manufacturer to keep abreast with the pos- 
sible changes in his particular line. The significance 
of the trade journal is not sufficiently realized up 
to the present time. With many, it has proven a 
field of possibility of making money, and money 
only, rather than to serve the interests of the reader 
as well. This is a large field for those fascinated by 
phases of journalism. 

Trade Journal Defined. 

The trade journal thus differs from magazine and 
newspaper advertising in that it appeals to the 
taste of the retailer in the selection of such goods 
as are considered by the particular trade to be the 
standard of taste for a stated year or season. Of 
course, the manufacturer, by advertising in maga- 
zines and newspapers, creates a demand which often 
compels the retailer to buy if he is to serve the peo- 
ple. But the majority of manufacturing concerns 
are unknown to the consumer and it is left entirely 
to the retailer to create the demand for different 
goods. Through the ideal trade journal, the retailer 
is enabled to get ideas, to create such demands. 
The changes of style are regarded, and at the re- 
tailer's suggestion the consumer discards the old 
and saves up money for the new, or sells the old and 
buys the latest effect. , 



420 ADVERTISING 

To be specific, in a commercial sense, duty is for 
the day only. In an artistic sense it is a joy for- 
ever. The beautiful shades of one season are not 
in vogue the next season. That store keeper who 
has a stock left over must resort to reducing prices 
if the shelves are to be cleared for the holding of 
the latest shade. To assist the up-to-date buyer in 
his yearly selection is one of the chief functions 
of the trade papers. Another is to inform the re- 
tailer and manufacturer regarding the development 
of other firms and such national issues as tend to 
react upon the particular business for its success or 
failure. Not only does this apply to goods of the 
household, but to machinery as well. The man with 
the new device, saving hours of work on a particular 
article, can reveal this through his trade advertiser. 

Whereas people take newspapers and magazines 
for news or stories, advertisements are always of sec- 
ondary importance. On the contrary the retailer and 
manufacturer take the trade journals for the adver- 
tisements. The manufacturer wishes to find out what 
his competitor is doing ; the retailer to select the best 
goods offered. 

The advertisements found in these pages vary con- 
siderably. Some are mere cards indicating that the 
firm is still in existence but with no mention of 
their goods. The chances are that this firm is well 
established; the retailer knows that that particular 
business has always turned out the best goods. A 
postal will bring up-to-date information. On the 
other hand, often three or four pages are covered 
by a single manufacturer containing most beauti- 
ful cuts, all to convince the reader of the success 



TRADE JOURNALS 421 

of the firm and the desire to educate him regarding 
the best of goods at the fairest of prices with a 
guarantee of entire satisfaction. 

Dangers of Trade Journals. 

Many manufacturers hesitate to advertise their 
new goods so openly in competition. They say that 
their ideas are stolen by others. An authentic in- 
stance relates how a silver manufacturing concern 
advertised an illustrated tea-set, most unique and 
attractive in appearance. The first edition of the 
trade journal containing the advertisement reached 
a manufacturer of similar goods who was on the 
alert for something new to make up. The tea-set 
was at once appropriated by him, placed on the mar- 
ket through the salesman and reached the trade be- 
fore the first producer. Many concerns, however, 
have such a recognized quality of goods as to fear 
no competition from others along imitative lines. 
It behooves the new manufacturer to protect him- 
self by such patents as will insure his own individu- 
ality with regard to a particular article, when imi- 
tation is likely. The ethics of business will soon elimi- 
nate from the purchasing list those who are dis- 
covered to be of the parasite class. 

Reputation Through Trade Journals. 

The idea of getting a reputation with the retailer 
through the trade journal is the paramount issue. 
If a firm advertises constantly producing display 
advertisements, containing the best of cuts, artistic 
in arrangement and noticeably subject to such 
changes as permit of novelty effects, the retailer will 



422 ADVERTISING 

begin to recognize such efforts. When the sales- 
man for that particular firm calls upon the trade, 
he meets an interested buyer. 

Advertisements often appear in trade journals 
quite suddenly. They continue for several months, 
then they cease to exist and the question is asked. 
' ' What is the matter ? ' ' The correct reply to this ques- 
tion would help considerably to define the value of 
new and short-lived advertising. That some concerns 
continue and are soon recognized as manufacturers of 
integrity is undisputed, but what has become of the 
other fellow? There are five different answers given. 
First, the advertising campaign has proven a failure ; 
second, it might have been a test made by the trade 
journal to find out the value of its columns to a 
new or unknown business firm; third, it might have 
been a test by a firm regarding the value of a mail 
order department; fourth, the firm might have be- 
come established and advertising no longer be con- 
sidered a necessity; fifth, it might have been a cam- 
paign on the part of a manufacturer to prepare 
the way for a salesman. The above analysis at 
least shows the kind of questions that can be asked 
and solved regarding the value of a trade paper 
when it has been given a fair trial. The fact that 
year after year, on the same page, old firms' names 
are to be found indicates, at the least, comprehension 
regarding their withdrawal. 

But there is another peculiar mind relationship 
between the retailer, reader and the trade journal. 
The retailer wishes certain articles in stock and has 
in the mind pictures of the goods wanted; he there- 
fore goes to his trade journal. That firm which 



TRADE JOURNALS 423 

through a display advertisement mirrors back those 
goods is destined to a recognition, and every buyer 
is carrying about a picture of needed articles. 

Trade journal advertising permits of great vari- 
ation. It is the new thing looked for. All cuts 
should be of the very best and should contain ele- 
ments most striking in appearance. When a new 
thing is advertised, its illustration should contain 
the complete story of its usefulness, that he who 
runs may read. Humor is often introduced and 
with a decided effect, but too much humor is dan- 
gerous. A firm whose goods are standard and ad- 
mitted of superior quality has the right to reinforce 
them through a smile. The familiarity can be such 
as not to breathe contempt. 

The type display should be particularly regarded. 
The tendency of every advertisemnt in a great 
many journals is to stand forth in boldness. Con- 
sequently, the extreme is reached and type much 
too large is thrust before the individual. As a con- 
sequence, the page is hurriedly turned. In other 
words, there is too large and not enough type spread 
over too much of a page. 

The Written Matter. 

Every trade journal contains written matter of 
some kind and the excellency of the subjects chosen 
decides the enthusiasm which the reader will ulti- 
mately come to have for its pages. While a trade 
paper is regarding its specific kind of business, there 
are, within that business, elements that are of uni- 
versal interest. It is this lack of insight on the 
part of an editor to give forth such news of general 



424 ADVERTISING 

interest that makes the pages dull and uninteresting. 
The ability to see things in the universal sense is 
the mark of superiority in any man. Institutions, 
trade papers and society are advanced and made 
prominent in the world as long as the universal 
tendency prevails. So the successful trade journal 
editor is he who puts forth on his pages, items of 
news or discussions, every one of which will interest 
some reader and make valuable, in a real sense, a 
magazine which has been paid for. 

One of the first questions which an editor of a 
new trade journal would ask is regarding the ar- 
rangement of written matter and advertisement. A 
review of a number of journals shows a tendency 
to unite news and advertisement, although nearly 
every one contains consecutive pages of reading. If 
the contents of a paper are what they should be, 
the arrangement is a question to be left to the man- 
ager. As we find journals of both kinds equally 
successful, it would seem to be a question of indi- 
viduality rather than that one is the standard. 
Again, the real object of the paper might go far 
in deciding what the arrangement should be. If the 
journal is intended to give technical knowledge in 
the form of essays and reviews, it might more 
profitably take the form of a regular magazine. 
Contrary, if the paper is considered more important 
as an advertising medium, a union of views and 
advertisement is recommended. 

A review of the contents and arrangement of a 
few successful journals will reveal the possible scope 
in this kind of work. The Jewelers' Circular is a 
journal gotten out for the jewelry trade. It con- 



TRADE JOURNALS 



425 



sists of pages of advertisements in the first part of 
the book as well as the close. There are pages of 
reading interspersed with advertisements as well as 
pages devoted entirely to the exposition of inter- 
esting subjects. It seems to be almost ideal in its 
arrangement and content. Its illustrations are al- 
ways of the highest quality, while the touch and 
gloss of its very paper are enough to entice a cas 



P ..THI 



(Jewelers* ! 
circular 




No. 1. 

ual glancer. JeAvelry, silverware, human faces are 
the general impressions created at one turning of 
its pages. The title page speaks for itself. See No. 
1. At the top is to be found reference to the index 
of special articles as well as the index to the ad- 
vertisements. To a new subscriber, the value of 
these items on this particular page might be ques- 



426 



ADVERTISING 



tioned. Ordinarily the reader looks for such an an- 
nouncement on the first or second page. However, 
such a magazine has its regular following, and when 
the trade has once become familiar Avith its pages, 
the originality seems to create an individuality 
which rather increases its impressiveness and its 
value. The cut is always some high grade ware, an 
ideal in realization. Thus we find the educational 
conception a prevailing one. 

Upon turning to No. 3, we find the index to 
news and special articles on the editorial page. 



Advertising should not be 
regarded as an expense but as 
a business investment. Rightly 
done, it will produce good 
results. 



No. 2. 



Usually in magazines the editorial notes are found 
first, sometimes last. Here the newspaper idea has 
evidently been carried out to advantage. On this 
page is found No. 2 which is a special reminder 
for the advertising section. 

A single glance at the clippings on pages 428-434 
will be enough to show the variety of interests aroused 
and interestingly put. Is it a wonder that the retailer 
in the jewelry line is interested in his trade journal? 

Here is the index: — 



TRADE JOURNALS 427 

Tndex to news and Special Article*. 

Page. 
Gala Salver Silver Repousse. Illustrated on 

front cover ; text on 49-51 

The Superb Silver Treasure of the Company 

of the Blackheads . 49-51 

E. VV. Sprosty Makes an Assignment 51 

The News From England 53 

Schedule of Parues & Fassberg Filed 53 

Repousse Work and Chasing — (Continued)... 54 
Philadelphia and New York Jewelers Cross 
Bats at "Gala Day" Outing and New 

Yorkers Win a Victory 55 

Annual Meeting of the Ohio Retail Jewelers' 

Association 56-57-59 

Seventh Annual Convention of the Ohio Op- 
tical Association 61 

Jewelry, Clocks, Watches, Silverware and 
Kindred Lines Exported From New York. 61 

Career of the Late Leopold Laubheim.. 61 

Death of August J. Reitman , 61 

Silver Market 61 

Illinois Jewelers Conclude Convention in 

Peoria 63-65 

National Monthly Imports and Exports Sta- 
tistics 65 

Bridgeport Jeweler Seeks Jewelry Lost by 

Customer 65 

Imports of Clocks, Watches, Jewelry, etc., Into 

the Philippine Islands 67 

Death of A. J. Nelson 67 

Paris' Jeweler Reported to Have Been Robbed 
in Lo:don of Pearls and Diamonds Worth 

$500,000 67 

Career of the Late Joseph Nelson 67 

New Enterprises 69 

Gold Bars Withdrawn and Exchanged 69 

Importations at New York 69 

Patent Department 101-103 

Lack of Registration Causes Infringement of 

Americ? n Goods in China 103 

An Eight-Day Watch With Two Balances. . 105-107 
One Clock Made to Strike in Several Rooms.. 107 
Technical Quiz for Wisconsin Watchmakers. 

107-109 

System in the Repairing Department 109 

Old Pocket Clock and Snuff Box 109 

Aggressive Salesmanship and Its Fruitful Re- 
sults — (Continued) 114. 

Opposed to Partisan Trade „ 115 

The Conscientious Trade Paper 115 

Proposed New Building for I. McGill Walker, 

Baltimore, Md 115 

The Thrower's Wheel 117 

Pottery and Glass in Enropean Turkey. „ . .117-119 

Art in Pottery , . 119 

How American Manufacturers May Protect 

Their Trade-Marks in Mexico 119 

NO. 3. 



428 



ADVERTISING 



THE NEWS FROM ENGLAND. 



Unusual Weather Retards Business in London, But Birmingham Trade Is Better— Large Clock 

Factory Burned Birmingham Jewelers Endorse Daylight Saving— A Thousand Day 

Clock— Jewelry Exhibits at Imperial Exhibition Disappointing. 



London^ June 23. — The early part of the 
month gave us an experience of phenom- 
enal weather. No one seems able to" remem- 
ber anything like it in June. Overcoats 
had to be worn, while umbrellas were con- 
tinually in request. No wonder the first two 
weeks of the month were almost barren of 
trade and despair sat heavily on the jew- 
elry and fancy trades. As I write, a few 
days of slightly better weather have given 
place to boisterous winds, lowering skies 
and intermittent rains. As a consequence 



the losses occasioned by delay. I had hoped 
to write of the Arts and Crafts Palace, in 
which the nations will exhibit jewelry, sil- 
verware and allied objects but, thanks to 
the dilatory conduct of one large exhibitor, 
the building was not properly ready. But 
there will not be much, after all, upon 
which I can spend time. Apart from the 
fine show of Catchpole.*& Williams, whose 
Medici collar was illustrated in The Jew- 
elers' Circular Weekly last year ; a really 
good exhibit by H. W. King & Son (the 



Third Annual Convention of Ohio Retail Jewelers' Association, 
Held at Cedar Point, Proves a Busy Session. 



Cedar Point, O., June 30.— There were 
about 40 retail jewelers present when 
President Stebbins called the third annual 
convention of the Ohio Retail Jewelers' 
Association to order on the afternoon of 
Monday, June 28, and appointed C. S. 
Hartman sergeant-at-arms. The members, 
however, continued to arrive from time to 
time, until the attendance nearly doubled 
before the convention was well on in its 



Watch Co., which helped him with a mail- 
ling list of the retail jewelers of Ohio and 
rendered other valuable assistance. He 
reported 105 members in good standing at 
the present date. 

After the secretary's report was read, 
G. J. Daum, the treasurer, reported the 
total receipts up to date as $380.65 and the 
total disbursement $268.G2, leaving a net 
balance in the treasury of $1J2.13. 

President Stebbins then made 



Market Prices for Silver Bars. 

The following are the quotations of silver 
bars in London and New York, as reported 
by Zimmermann & Forshay : 

New York 
selling price. 
London. .999 Basis. 

June 28 24 l-16d. $0.54% 

29 23 15-16d. .54 

30 24d. .54% 

July 1 2S 7-8d. .53% 

" 2 23 7-8d. .53% 

" 3 23 13-16d, .53% 

" C 23 5-8d. .53% 



TRADE JOURNALS 



429 



areer of th e Late Leopo ld Laubheim. 

Although many of his friends in this city 
and elsewhere had known that he was in 
poor health, the news of the death of Leo- 
pold Laubheim, of Laubheim Bros., whole- 
sale jewelers, 65 Nassau St., New York, 
published in the last issue of The Jewelers 
Circular-Weekly, came as a shock and 
was received with deep regret. He died, 
Monday, June 28, of apoplexy, and the 
funeral was held, Wednesday of last week, 
from the home of his brother, Morris Laub- 
heim, 246 W. 126th St., New York. 

Leopold Laubheim was born at Wurtz- 
berg, Bavaria, Jan. 1, 1869, and was a son 









I^^^^BllKkv J* 




REsi 


IpHHHflBL. 






N 


)W' y W yf II; 


m 

■flit 


'F/ms^ 


-.BffliSiillll 








El[%fcJ^ JJLl^ll^aPJlLa^^g' 



W. R. Livingston recently opened a 
store at Lindsay, Cal. 

C. E. Bishop will shortly engage in busi- 
ness in Seattle, Wash. 

M- Amundson has engaged in business 
in New England, N. Dak. 

Elmer Barrett will open a jewelry store 
in Painesville, O., about Aug. 1. 

G. A. Frank, Dexter, Kans., has added a 
line of jewelry to his drug business. 

E. B. Churchwell will start in business 
at Fayetteville, N. C, .about Aug. 1. 



430 ADVERTISING 



National Monthly Import and Export Statistics. 

Washington T>. C.< July 6— the records of the Treasury Department contain 
the following comparative statistics, of interest to the jewelry trade, for May, 1908 
and 1909, and for the 11 months ending May, 1908 to 1909- 

IMPORTS. , _ 

^-11 Months Endmg-v 

May. 1008. May. 1909. May. 1908. May. 1909. 

flock, and parts of $18.92li 839.811 $448,113 $418,976 

\Vatcncf materials and movements J29.54* 205.371 I.301.M5 1.841.M3 

D Z^%J*U%ct' i ™-.:."..\.. n -".:. i ^ 174.779 607.710 ..287.324 3.998.674 

UramondH^bnVno^Vei-tduttab.c) 265,736 1.679.377 8,934.4,2 16.851.234 

Diamond dust or bort (free) ' B.940 2.784 63.884 1.8.043 

J^KKJTi«lrf*i::.v "',573 111.831 1,570,994 1,599,478. 

EXPORTS OF DOMESTIC MERCHANDISE. 

gSSLlrSi: ::::.:::::::::::::::::::::: 'IK «K , M5SS «S 

EXPORTS OF FOREIGN MERCHANDISE. 

Clocks and parts. $"« W $1,207 $1,380 

Watches, materials and movements 608 ... 23,0,4 8,140 

5=& A«.:!^\*^..r 'is .** «.f a 

Other precious stones, rough or uncut (free). .. . 22j »i»™ 

O izr' onts '"' but no, . se, '. inc : , : d : ng IU S6S nm 

Jewelry and manufactures of gold and silver . . . 2.90& SU 836.8*9 35.48* 



Bridgeport, Conn., Jewelers Seek to Re- 
cover Quantity of Jewelry Recently 
Lost in That City. 

Bridgeport, Conn., June 30.— The Davis 
& Havvley Co., of this city, are seeking to 
recover j. large amount of jewelry lost by 
one of the concern's customers, Friday, 
June 25. The loss occurred while a circus 
was here, which brought a number of 
strangers to this city. Any jeweler who 
may have an offer of these articles for ex- 
amination or for sale is requested to com- 
municate direct with the Davis & Hawley 

Co. 

The missing articles include: Diamond 
bracelet with 11 diamonds in a knife-blade 
setting, marked and dated Jan. 11, 1893, 
hinged and clasped; gold chain bracelet 
with padlock; pair woven gold thread 
bracelets, with balls on ends and springs 
inside; silver bracelet, set with blue Egyp- 
tion stones with pendants; watch fob of 
-J-~~-ntTie.th.vsts. graduated in size, cabo? 



TRADE JOURNALS 431 

System in the Repairing Department. 

<Address of Wm. Swartschild, before the recent 
convention of the Iowa Retail Jewelers Asso- 
ciation, at Des Moines, la.) 

I AM glad to have the opportunity to address 
you on a subject that so vitally interests all of 
us in the. repair department. You all know that the 
Tepair department is very often given insufficient 
consideration. It is of the greatest importance to 
the man who keeps in closest touch with the finan- 
cial end of his business, and he is the one that 
gives it the strictest attention under all conditions. 
The man who neglects his repair department is 
forced to realize its importance in times of panic 
and of financial distress, such as confronted us 

NIL* WANTED.-Contlnued. 



WANTED, assistant watchmaker and jobbing jew- 
eler or bright young man to finish trade; en- 
graving lessons under skilled engraver; good 
healthy coast town; congenial employer; finely 
equipped repair department; steady position; 
give references and wages in first letter. The 
Lathrop-Bass Co., Morgan City, La. 

MAN, experienced, capable of taking 
charge of tool, material and optical 
department in wholesale jewelry 
house; mention age, experience and 
references. Lapp & Flershem, 156 
Wabash Ave., Chicago, III. 



Business Opportunities* 



FOR SALE, jewelry store in Philadelphia; good 
established business; central location and low 
rent. "U., 569," care Jewelers' Circular-Weekly. 

WOULD LIKE to meet party willing to invest 
capital to manufacture silver deposit on glass, 
either active or silent; money absolutely safe. 
"U., 920," care Jewelers' Circular-Weekly. 

EXCEPTIONAL OPPORTUNITY for securing 
good opening for jewelry store in growing manu- 
facturing town; established trade; room will be 
vacant July 1. Ralph T. Smith, Muncy, Pa. 

FOR SALE, 18 years' established business, 
largest repair trade in the city; fine store room; 
inhabitants, 14,000; ill health cause for selling. 



432 ADVERTISING 

Jttly 7, 1909. THE JEWELERS' CIRCULAR— \ 

News Gleanings. Blondina St.j Utica, N Y., was l 
last week to Miss Katherine Hog 

J. S. Johnson, Audubon, la., has moved New Hartford. They will take up 

into new quarters in a new residence which residence in the Konatenah, where 

he has built. will be at home after Aug. 1 

Paul Toestad, of Togstad Bros., Crosby. F. J. Wemett, a well-known jewele 

N. Dak., was married to Miss Berdina Livonia, N. Y., and Miss Nina Jacobs, E 

Kleven, recently . ville, were married, Thursday evening, 

R. E. Jones, Le Mars, la., has recently 1, at Springville, N Y , the Rev Fr 

been visiting his brother, Harry Jones, at Wemett, cousin of the groom, officiat. 

Guthrie Center, la. After an extended automobile trip throi 

The retail jewelry store of P Weinberg, the New England States, the happy couj 

Key West, Fla„ was considerably damaged will make their home in Livonia. 

by Jj re ' about * week , agc \ A dispatch from Berlin, Saturday, statt 



The firm style of the Alexander Jewelry 
Co., Houston, Tex., will hereafter be known 



that the Colonial Secretary, Herr Dern 
burg, on that day informed a deputation o 



as Alexander & Caspersen. members of the Reichstag who calleo 

Most of the jewelers of Columbus, O., upon i lim t0 inquire regarding the newly 



Proposed New Building for I. McGill Walker, 
Baltimore, Md. 

A VIEW of the proposed new store of I. 
McGill Walker, Baltimore, Md., .is 
shown below. The dimensions of the build- 
ing will be 119 feet by 26 feet. The material 
used in its construction will be limestone 
The front will be of marble an^ -' 
with a show windew **"*' 
The «"~ J 



Los Angeles. 



Louis Roessler has returned to his old 
place in the sales force of the Whitley 
Jewelry Co. 

R. H. Schwarzkopf has returned from 
Honolulu. He reports a very pleasant and 
successful trip. 

Most of the leadiner iewelers in the retail 
trade will close their stores at noon during 
""* August. 



TRADE JOURNALS 433. 

Pittsburg. 



TRADE CONDITIONS. 
The street car strike, which began Sunday morn- 
ing a week ago, terminated 48 hours later, much 
to the delight of the business interests of the city. 
Monday, following the strike, very little business 
was done in any section of the city, for many em- 
ployes had great difficulty getting to and from 
work, on account of the complete tie-up of the 
cars. Shoppers remained at home. The termin- 
ation of the strike was most joyous news to all' 
merchants, and there is little likelihood of fresh 
trouble starting. 

Wm. Hoffman, whp went to Philadel- 
phia to bid his sons bon voyage on their 
trip to London has returned to his desk in 
Pittsburg. 

F. H. Hayes, Washington, Pa., and Har- 
ry Bloser, New Kensington, were among 
the out-of-town merchants who were in 
Pittsburg, last week, on business. 

E. P. Roberts & Sn« ^ave been making 



The Superb Silver Treasures of the Company of the Black Heads. 



By Charles A. Brassier 



JUST as in nature we often encounter Hamburg. Lubeck and Bremen, for Riga 
the most beautiful spots in remote at one time belonged to the proud Hansa, 
places, so the choicest treasures of ex- that powerful and rich league of merchant 
amples of the silversmith's art are some- cities which for a time almost ruled the j 
times found in the most out of the way destinies of the world At the entrance to f 
parts of the Old World or in unexpected the building are to be found the relief pic- 
possession Such a treasure is the collec- tures of the Virgin Mary and of St. 
tion of the "Company of the Black Heads" Mauritius In the interior, however, a great 
in Riga, a Russian seaport on the Baltic treat is reserved for the visitor, for here he 
Sea will find many interesting and unexpected 
Visitors to Riga, a city of the olden-tune, treasures. There is the "Golden Book" con- 
cannot but be struck with its quaint archi- taining autographs of princely guests. The 



434 ADVERTISING 

•urpv 

The New Yorkers' baseball team left for 
Philadelphia over the Central Railroad of 
New Jersey a little after 10 a.m., and after 
an enjoyable trip spent in card playing and 
social gossip reached the B. & O. terminal 
at 24th and Chestnut Sts., Philadelphia, 
fibout 12:30 p m., where they were met by 
a reception committee headed by "Lou" 
White, president of the Philadelphia Jew- 
elers' Club. A special train was in waiting 
and the crowd of Philadelphians and New 
Yorkers were soon speeding toward Es- 
-sington, where the Summer home of the 
Philadelphia Athletic Club is located. Ar- 
riving at their destination, the jewelers 
went at once to the athletic club, a short 
distance from the railway station, where 
they were shown into a large room in the 
center of which stood a large round table 
laden with sandwiches and amber liquor 
After taking refreshments the jewelers 
spent the time until the beginning of the 
ball game in welcoming late arrivals, many 
of whom came in automobiles. 

As the time for the baseball game ap- 
proached the spectators found seats beneath 
the grateful shade of the wide-spreading 
trees and watched the practice of the two 
teams, the while speculating on the prob- 
able outcome of the game and listening to 
S H. Kendel's band, which was on hand 
to help keep things lively 



INDEX TO ADVERTISEMENTS. 



M 1 p 




Gillette s 1 C 


123 




-Abi sdi, Henry. Co 


112 


Goodtrlend Bros 


C6 






Allen. C. H.. A Co 

Alvin Mfg. Co 23. Inside 

Amerlc'an.. Cuckoo Clock Co 


43 

112 














C.anberv. J. A. & S 


12" 




Ha-stoz. T. B. & Son 


124 




erlcan Cem & Pearl Co 


C8 




pi' " '■ 




amme , c e 


72 




A-rcolbald-Klement Co 


33 


° C0C ' 


lO" 




Harr s & arrloeton . 


60 




Arnsteln Bros. & Co 


52 


ar s -a n 


■29 








Itenjlenausen. W. F , 4 Co 120 












' °° ' 


116 


Hedses. m. 






sett )ewe) 


1 *° 


Br s 




Robbins, Chas. M . Co • 


, t Bacc J 


26 


Hcssllng. Burno. & fo 




[tockford Silver Plate Co 


\n, L.. Jewelry Co 


80 




Hlrstiberg. AS 


GO 




Claxsi-r 




[toger Williams Silver CaA 



trade journals 435 

The Question Column. 

The "Question and Answer Column" is an inter- 
esting addition to any paper. A special man usu- 
ally prepares the questions and answers them him- 
self. The casual reader observes the various sig- 
natures and concludes that different people are 
seeking information. By this kind of perusal he 
becomes interested in others' problems, and if the 
questions and answers are by an expert, much use- 
ful information is obtained. It requires a live man 
and one who has the ability to create a new atmos- 
phere each time, to conduct this department. He 
must be a man acquainted with the difficulties and 
peculiarities in his field and make such suggestions 
as will appeal to the various trade classes, for upon ( 
this depends his success. 

A German Trade Journal. 

The "Deutsche Goldschmiede," a German trade 
paper, shows an interesting diversion. The journal 
is printed in regular form with the advertisements 
first and last. Just before the first news article, 
several pages of a different colored paper are found 
to be inserted. The attention of the reader is thus 
directed to the advertisements grouped under this 
particular color. When the reading matter is be- 
gun it is found to be a complete description of the 
business enterprises of the previous colored page 
advertisers. The articles contain such news as proves 
both interesting and instructive to the particular 
trade. A limited number of pages immediately fol- 
lowing the articles have been previously described 



436 ADVERTISING 

so that the reader is prepared, for their observation. 
As this method of presentation is followed out from 
time to time, each advertiser looks forward to the 
day when his business will receive this peculiar kind 
of recognition. 

A glance through the different trade journals will 
give to the advertiser a score of suggestions. It is 
the rearranging which permits of their use. Con- 
sult them often. 

In conclusion, the trade paper is valuable in three 
respects: first, it reveals to the retailer the styles 
for the ensuing year and thus prepares the way for 
the salesman; second, its readers are kept in touch 
with the progressive movements of competition ; third, 
it is educational in that it teaches regarding the 
technical points of the particular trade, the know- 
ledge of which enables the reader to act more in- 
telligently in the management of his business. 



CHAPTER XXV, 

THE MEDIA OF ADVERTISING. 

Where and how to advertise depend primarily 
oh the thing desired for publicity. The careful 
consideration of these two factors is quite essen- 
tial for intelligent results. Newspapers, magazines, 
billboards, street cars and electric signs are the 
media constantly before the public, each doing its 
best to gain our undivided attention. 

Newspapers. 

The newspaper is an every day experience with 
most city people and with the remarkable growth 
of mail deliveries and transportation, bids fair to 
enter daily every farm home and village. There are 
two classes of people interested in newspaper adver- 
tising whose accounts are earnestly sought by a sol- 
icitor ; the local dealer, whose interests are of the 
communities which the local paper reaches, and the 
general advertiser who employs them to reinforce 
his national advertising. 

The real problem for the local dealer of the city 
is to choose the one medium which will reach the 
greatest number of people, or the medium which 
will reach the greatest number of a particular class. 
One paper in many instances will not do this, neces- 

437 



•±38 ADVERTISING 

sitating the purchase of space in two or more dailies. 
When the question of money is involved, no more 
papers should be used, however, than are necessary to 
reach a given number or class. This point is always 
regarded by the careful advertiser. 

Another question involving serious consideration 
is the relative importance of evening and morning 
papers. Analysis by Professor Walter Dill Scott 
has shown that the average business man reads the 
morning in preference to the evening paper and 
that more than one is read. The working man rises 
at an early hour and hurries to his work without 
a regard for the news. He waits until night comes 
before reading the newspaper. Again, the business 
man spends on an average of only fifteen min- 
utes a day in the reading of his paper, so 
that whatever advertisements are seen must have ex- 
cellent attention qualities. The working man, per- 
haps, spends a longer time. He is home from a day's 
work and is ready for relaxation which the evening 
paper often affords. There are few duties pressing 
upon him making necessary a disregard for the 
paper and this would force the conclusion that the 
chances of the advertisements being seen with this 
class are much greater. Women at home have not 
been analyzed with regard to this, but it seems con- 
sistent to say that the possibility of leisure time 
might result in a more serious reading of the paper. 
At any rate, the rush to be found around certain 
advertised bargain counters does not indicate a dis- 
regard for advertisements. 

Classified advertising is valuable in that it fur- 
nishes to the reader all the particular information 



THE MEDIA OF ADVERTISING 439 

regarding any given article or subject. Suppose 
you desire to have two or three pieces of silverware 
cleaned for a dinner about to be given. Not know- 
ing of any place to go, a glance under the heading 
"Plating" would give the desired information. I 
have watched different women glance over a Sunday 
paper and have seen them pull out a bargain or find 
a remedy for some evil from the most obscure places. 
The small classified advertisement does have an effect 
and many, either through curiosity or for specific in- 
formation, search its columns. 

In most of the smaller towns of our country, the 
weekly paper is the important news carrier. If for 
nothing else than to know what your next door neigh- 
bor is doing or what you yourself did last week and 
are likely to do next month from the trimming of a 
tree to a contemplated trip abroad, the weekly paper 
is eagerly scanned. The merchant of that commu 
nity through this media has his chance of making 
an impression, but in many instances fails to do so. 
The efforts of a wide-awake man in this respect 
cannot help but make people sit up and take notice. 
At the present time there are young men bringing 
me advertisements of their town papers which seem 
to revel in individuality. The greater number 
are without a single mark of individuality. In- 
genuity, exercised, will get the people into the habit 
of looking for the newest and the newsiest adver- 
tisement as much as for the latest society news. 

The quality of the paper is often so poor as to 
prohibit the use of certain cuts, but very good effects 
can be obtained when the impossible has not been at- 



440 ADVERTISING 

tempted. " Granting that these are often poor, the 
possibilities of a good English form and expression 
still remain. Each business, trade and profession 
has its peculiar problem and these happen ' to be 
the difficult ones in small towns. They can be 
and are being overcome by the progressive man. 

When advertisements are constantly before the 
public eye, change of style is frequently demanded. 
People tire of the same thing presented in the same 
way, but the same thing in a new way always keeps 
up the interest. During the past winter months, the 
Bell Telephone Company has kept before our view the 
convenience and necessity of their service by means 
of repetition and variety. Their advertising copy 
has been attractive and teeming with human in- 
terest enough to catch the eye of the most casual 
reader. 

Newspapers vs. Magazines. 

Magazine advertising has been the medium em- 
ployed by the majority of manufacturers to edu- 
cate the whole United States with regard to their 
goods. The reason ascribed for this procedure is 
that the magazine reaches the greatest number of 
people at the minimum expense. At the same time 
it is realized that there are multitudes of people 
who are entirely unaffected by this kind of public- 
ity. It is thought that the newspaper could much 
more profitably be employed, provided a system could 
be worked out by which the most representative papers 
in the country were simultaneously given the copy 
for publication. It is argued by many that the ex- 



THE MEDIA OF ADVERTISING 441 

pense need be no greater, while the results would 
prove more satisfactory. The mere suggestion of 
these conditions reveals the possibility of initiative- 
ness and venture for the improvement of general 
advertising conditions on the part of progressive ad- 
vertisers. It is in just such conditions as above sug- 
gested that some one, venturing to improve will 
emerge a recognized successful man and a benefactor 
to the advertising realm. Our magazine advertisers 
are now reinforcing their general advertisements by 
newspaper publicity and it remains with the future 
to show the wisdom or failure of their actions. 

No. 1, on page 442, is what has been characterized 
as a "Bold stroke " on the part of the National Bis- 
cuit Company. It is claimed that the entire page of 
the New York Herald was purchased by them, costing 
somewhere between seven and ten thousand dollars a 
single issue. The arrangement and selection of the 
news items are their own. The psychological reason 
of so expensive a stroke would be the repetition of an 
already established advertisement presented in a new 
way. It is simply recognizing the fact that the un- 
usual should now and then be attempted to make 
an old thing new. An analysis of the page furnishes 
a most detailed account of their move. Let us enu- 
merate them. 

First, a morning paper has been chosen to catch 
a certain class of New Yorkers on their way to work. 

Second, items surround the advertisement because 
people are looking for news. That is why the paper 
has been purchased. 

Third, the kind of news selected relates to politics, 
disease, accidents, morality, sports, crime, the sensa- 



U2 



ADVERTISING 



TPV VORR HFRALD, wmNtsIlAT. JAXT.MiT 



UKEWOOD FIGHT 
UPTOLEGISLATURE 



WILL APPLY -' TO 



TWO INDICTED FOR 



:ri«.pe of sown Petrol Crime BROKERS WEED NOT 
EXHIBIT BOOKS 







ON V.AGRA.SCr CHARGE 






=H=ff WOULD MM BOYS S£SSS«rJ 

STAY ON FARMS ' girls 






SSjS 




•XirT'dTsr™""- ::: , 



*sSSS5£rp.MlflRI 
££B~I~I HIS PJUHIRU VISIT 



I fO » MICH P«1CK 



PRICES \ ; :rJ;T/vs ;i j5^3 i 






?£^dGftTCfl ESCIPEfl 

• :. CONTOjNSLEIGH ,,. 



■*■—••"- tww.-rvp.—.- ...V „ * ». j«. i. ir™ » 



No. 1. 



THE MEDIA OF ADVERTISING 443 

tional, economics, sociology, and society. Nearly 
every human interest has been touched upon. 

Fourth, the advertisement has been centred prefer- 
ably to the left rather than to the right side of the 
page, because the eye naturally follows this course. 

Fifth, the advertisement itself illustrates the prin- 
ciples of contrast, orientation, exploitation, the golden 
average, and variety. 

Sixth, individuality has been retained, for those 
elements are there similar to any advertising of the 
same company which the reader may have previously 
seen. 

A Unique Newspaper Contract. 

The Ward-Mackey Company of Pittsburgh are noted 
for their many phases of advertising. They employ 
the newspapers whenever it is possible, demonstrat- 
ing that persistency and variety in their use do 
create business. This company deals directly with 
the grocers' yet their advertising is for the con- 
sumer. Not long ago a contract was signed with the 
Pittsburgh Sun including the following provisions: 
The Ward-Mackey Company were to put labels on 
each loaf of bread V "Read the Pittsburgh Sun." 
At the bottom of the label was put a serial number. 
Evening editions of the paper contained a list of 
25 winning numbers. People bought the Sun to 
find out whether or not they were the lucky ones 
In addition to this information a column on the 
first page told who had been the previous winners 
as well as some story or incident which had de- 
veloped in the contest. To avoid the government's 
lottery judgment, papers were sent to the suburbs as 



444 ADVERTISING 

baggage. This night edition does not circulate 
throughout the state. Ingenuity again demonstrates 
its power when wielded by an intelligent force. The 
newspaper is a field permitting of constant and ef- 
fective use by the right man. 

Many writers affirm that there is necessity for 
much space in newspapers to make returns satis- 
factory. There are many concerns unable to spend, 
much money at first but this fact should not keep 
them from advertising. Instead of allowing limited 
space to discourage, rather insist that individuality 
compel attention, thus taking advantage of condi- 
tions. A repetition must bring results. 

The same space insisted upon, day after day, will 
soon impress people that you own a particular section 
or page. It is one of the elements which helps to pro- 
duce individuality. The position of a page selected 
should follow the various principles suggested in the 
different chapters of this course. The Bell Telephone 
Company has been giving us some excellent newspaper 
copy this past winter. Their advertisements pos- 
sessed individuality as well as variety. Variety 
was obtained by changing the illustrations from 
time to time revealing some new convenience afforded 
by the use of a telephone. Their advertisement usu- 
ally appeared in the lower left hand corner of the 
left sheet of the page. No. 2, pages 445-446, is a fair 
specimen of the work gotten out by this company. 

The advertisements on pages 447-450, taken from 
newspapers, possess attention qualities and have stood 
out individually in the turning of 100 newspapers. 
Most of them have been repeated and in each instance 
seem equally effective with respect to their surround- 
ings. 



THE MEDIA OF ADVERTISING 



445 



Going to Press May 1st 



Call Filbert 2 730 tor rate* 
The Bell Telephone Company of Pennsylvania. 



for Soc ial Arrangements 




How Handy! 



Just lift the receiver and 70a can 

talk to whom you with. 

This modem cnuic is so univenilTy osed 



Business OE« 



The Bell Telephone Co. 

of Pennsylvania 
CaJJ Filben 2790 tot Bates 




Telephoning News 




The best reporter of the newspaper of 
to-day is 

The Bell Telephone 



The Bell Telephone Co. 

of Pennsylvania 
Oil r II ben 2790 lo; Kins 



No. 2. 



446 



ADVERTISING 



is 0/ Goods 




No better wav o( |o " ,in « « 00<J >' k«pin« 

rid of 1 



f things, and getting 



By Telephone 

No ether w»v *° hr - re * chi . n «' » Qu«t 



grniiw- busjne: 



The Modern Way 



The Bell Telephone Co. 

of Pennsylvania 
Call Filborl 2790 for Rote* 



No. 2. 




If worry could be expressed in 
money, telephone service surely 
saves many times its cost. 



ss anxiety is saved 

I and office ore "telepl.onoJ." 



The Bell Telephone Co. 

ol Pennsylvania 
Call FUbcrl 27M lor Rules 



Magazine Advertising. 

The majority of magazines can sell their copies 
so cheaply because of the income to be depended 
upon from the advertisements. Realizing the neces- 
sity of giving satisfaction to their constituency, they 
have made their pages more valuable by the elimina- 
tion of objectionable or untrustworthy advertising 
copy. People have now come to look most favor- 
ably upon this section of the magazine, often turn- 
ing with the keenest enjoyment in a review of its 
pages. As one has put it, "magazine advertising 
pages become a sort of human want directory, em- 
bellished with eye-pleasing features." 

When the stories prove uninteresting, the reader al- 



THE MEDIA OF ADVERTISING 



447 



UMBRELLAS, CAXKS. ETC. 




Umbrellas . 
Canes 
Parasols tP 

Lamp Shades 

SPECIAL PRICES 

J. C. HARMAN 

115 Soutn 13tk Street 
Formerly at 1322 Chestnut St. 



REFRESHING SUMMER NOVELS 



Routledge Rides Alone 



Second Edition 

Br will 

LtvlNGION 
COMFORT 

The firm 
oe strongly of the descriptive Kipling we once knew 
book for its FUBUined iDteresL We recommend! 
£ descriptive power."— boston- Evenitq Tranieripl. 

With a colored frontispiece by Martin Justice. 






The Heart of Desire SlST™ 

Author of "The Winning Chance." 
An intensely drnmntlc find absorbing norel of the instincts of 
womanhood — an analyeisof a woman, humaij-and appealiug — theatory 
pictured against a wonderful Southern California background. 
Three colored Illustrations by The Kinney*. 



Raleigh J 



Weyman's 
With 



Spirited Romance of Elizabeth's Court 
By WILLIAM DEVEREUX and STEPHEN LCVCLL 

d to raDK with ths beat of Stanley 
lOTels, while its historic worth is far greater." 

— Twentieth Century Mogcudne, 

illustrations showing scenes from the play. 



J. B. LIPPINCOTT CO. 



f Hunyadi 
Pi Janos 



Natural 

Laxative 

Water 

Speedy 
Sure 
Centle 



Drink Half a Glass 
on Arising F0R 

> CONSTIPATION 





MOTOR CARS 




Packard 
Motor Car Company 

of Philadelphia 
216 North Broad Street 

Licensed Under Selden Patent 



448 



ADVERTISING 




Sworn records of known individual owners give to the 

WINTON SIX 

the world's lowest upkeep record — 77c per 1000 miles 

Winton Motor Carriage Co. 

S. W. Corner Broad and Race Streets 



liEfMlMI 



a a a 



In every walk in life discrimination between the true 
and the false wins and enjoys success. In questions of 
form, of style and of values, whether financial, commercial 
or medicinal, the judgement of the men and women who 
select and appreciate and utilize the true and genuine 
product, proves most profitable and most satisfactory to 
themselves and to all who follow them. 

Therefore, in connection with so important a subject as 
the physical well-being of the people, the most eminent 
physicians insist on full information as to the wholesome 
nature arid truly beneficial character of the component, 
pirts of the remedies used and prescribed by them, and the 
wise manufacturer not only supplies them with the 
knowledge dfesired, but also combines for them in proper 
proportions the very (substances most approved by them 
and omits every objectionable substance. The world-wide 
acceptance of Syrup of Figs and Elixir of Senna by phy- 
sicians and the well-informed of the world, as the best of 
family laxatives, is doe to the universal satisfaction whjph 
it 'has given for more than a quarter of a cen*uiy and also 
to the fact that it is a remedy of known quality and known 
component parts and to the further fact tnat the California 
'Kg Syrup Co. presents it to the world simply as the ideal 
strengthening personal laxative to cl.anse and sweeten the 
system gently, yet effectually, and to dispel colds and 
headaches and to assist in overcoming constipation. To 
get its beneficial effects — always buy the original and 
genuine, for sale by all leading druggists. The full name 
of the company — California Fig Syrup Co. — is always 
plainly printed on the front of every package. 




Anty Drudge Gets a Proposal. 

Mr. Millions— "I want you to marry irie, Anty Drudge, 
I am wealthy and I can make you happy." 

Anty Drudge— "Let's see, Mr. Millions. You are a manu- 
facturer of washboards and washboilers and you are 
interested in the coal trust, aren't you ? Yes! And 
yon wouldn't want your wife to spoil your business 
by talking. On the whole, I think I can find more 
happiness in telkng women how to save themselves 
drudgery, save fuel and keep their health by using 
Fels-N»ptha in lukewarm water, withe at boiling, 
than I csu by marrying you. Good Day:** 



Horace Greeley used to say that the 
man who worked with his head and his 
"""V together couM v — •■« ■»»chx 

"-'he m*> 



5pring Re-sorts 



Atlantic City, Cape May 
Asbury Park 
Wildwood 
Wildwood Crest 
Bermuda 
West Indie j 




THE MEDIA OF ADVERTISING 



449 





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450 



ADVERTISING 




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THE MEDIA OF ADVERTISING 451 

most unconsciously turns to the advertising section 
where with its varied interests some appeal is suc- 
cessful. The fact that many of our leading busi- 
ness men, year after year, have impressed themselves 
upon the magazine public, is enough to show that 
their efforts have not been considered as vain. 

Upon advertising in one or more magazines, keyed 
advertisements should be used so as to permit of the 
wisest expenditure of money as well as to find out 
the advertisement which seems to be the more effec- 
tive, if different copies are running. Following the 
theory of repetition, it would be better to employ 
the same copy in all the papers of the same month. 

A magazine of this spring contains a repetition 
of copy in the same magazine. This oddity of in- 
sertion compelled the reader to verify each. The 
magazine advertiser should consider the following 
factors : first, the reputable magazine which will 
reach the class or classes of people desired; second, 
the size of the advertisement; third, the position on 
the page ; fourth, the most pleasing effect possible ; 
fifth, clearness as to the manner of getting the goods ; 
sixth, an illustration appropriate in its explanation 
of the text; seventh, whether or not a border is de- 
sirable (usually recommended) ; eighth, the adver- 
tising should be continuous. 

Mr. B. wished to teach music by mail and began 
promiscuous advertising in several of the popular 
magazines. He failed. Consulting an advertising 
agency, he was told to make an insertion in certain 
agricultural papers, the result being immediate 
replies. The idea of selecting the right magazines 
to reach the desired class should be the first problem 



452 ADVERTISING 

of every advertiser. Principles underlying the enu- 
meration given above have been explained in the 
previous chapters. 

Juvenile Media. 

Most parents who subscribe to publications for 
their children carefully inspect the magazine before 
putting it into their youths' hands. Again mothers 
or fathers often read the paper with the child. In 
many country homes the entire family reads and dis- 
cusses the news to the minutest detail. This analysis 
suggests advertisements that might be one of three 
kinds: those for children, for children and adults, or 
for adults. 

It has been found that those advertisements writ- 
ten for children in childlike language are not effec- 
tive. The child prefers "grown language" but that 
which can readily be understood. 

The real purpose in child advertising lies in the 
future possibilities. Brands and trade marks are to 
teach the youths, so that when they grow up they 
will act as early advised. The theory of this kind 
of advertising is to be based on the conception that 
the youth's mind is both plastic and impressionable. 
Habit forms itself early in life and if the child be- 
gins to associate specific brands with a given article, 
and at the same time there are continuous reminders 
of the same through the changing years, this per- 
sistent advertising must be cumulative in effect. 

Street Car Advertising. 

If statistics showing the general effects upon the 
public mind of the various phases of advertising 
could be presented, street car copy would come sec- 



THE MEDIA OF ADVERTISING 453 

ond, if not at the head of the list. Its influence is in- 
calculable. It is the subtle force at work which 
produces effects on the sub-conscious mind. When 
the person opposite is staring at you, an advertise- 
ment is the means of escape. When you have been 
looking at her, again the advertisement helps out. 
The moment of idleness affords an excellent oppor- 
tunity for this "sales card" to get your attention 
which you most willingly give because there is 
nothing else to do and you must do something. 
Think also of the great number of times that you 
are forced to take the same journey. An advertise- 
ment having talking points must educate as the days 
go by. When sent to the corner grocery store you 
ask for Sapolio, Agate Utensils, Campbell's Soups, 
Kingsford's Cornstarch and Quaker Oats because of 
street car advertising. The list pertaining to the 
varied interests of life thus made public could be 
indefinitely lengthened. 

Street car advertising should not be involved 
too much in the explanation of things. Its mission 
is to produce a general effect which analyzed con- 
sists of an appeal to the artistic sense, the apprecia- 
tion of the fitness of things as shown by the agreement 
of illustration and text, the illustration striking the 
fancy and the text giving the necessary information. 
To do this in a pleasing way should be the aim. The 
introduction of poetry, puzzles, colors, and startling 
information are factors capable of combination. A 
street car advertisement is really the illustrated 
heading of a newspaper article. Detailed informa- 
tion should be brought out elsewhere if desired. The 
fact remains that multitudes of people do not care 



•454 ADVERTISING 

for further explanations. Suggestion is all that is 
needed to produce desire; constant advertising as- 
sures the masses that the goods can be relied upon 
and as a result there is an uninhibited tendency to 
act. 

In newspaper advertising the copy should be fre- 
quently changed. People expect a change and many 
are looking to see what Avill arrive next. Entire 
change of individuality where the card remains long 
enough to impress the crowd can perhaps be tried 
without serious consequences. In fact that which is 
so constantly before people, even in a slightly vary- 
ing form, while it might and does act on the sub- 
conscious self, nevertheless a contrast by way of sus- 
taining the interests marks the firm as wide-awake, 
in the judgment of many. The arrangement of 
cards is often quite poor. Advertisers have a right 
to insist on the proper placing of them subject to 
approval. Two or more advertisements sometimes 
tend to neutralize each other by their positions when 
by a simple shift each would stand forth individually 
without loss to the other. 

Bill Board Advertising. 

Whereas the street car advertisement may be 
likened to the headlines of a newspaper article with 
a brief suggestion interpreting the merits of inter- 
est or value, the bill board is to consist of headlines 
only. The test of a good bill board is the ability to 
read it intelligently from a swiftly moving train. The 
bill board selects the apt phrase, a glance at which 
arouses a multitude of suggestions. It serves to re- 
mind the reader of other advertisements, to impress 



THE MEDIA OF ADVERTISING 455 

him with the extensiveness of this particular com 
pany's publicity aud if for nothing else to please 
the reader of this evidence of his general intelli- 
gence. Riding on the train, it reinforces the ad- 
vertisement page of a magazine or paper which the 
traveler has just finished. When one goes on a dis- 
tant journey the scenery of which is new and strange, 
these boards with their familiar message affect us 
like the meeting of an old acquaintance in a foreign 
city. The traveler does not feel entirely alone. The 
fact that he recognizes this one sign in unfamiliar sur- 
roundings through contrast doubly impresses him 
with its message. It seems particularly appropriate 
that concerns whose homes are near the railroad 
should impress this fact upon the traveling public. It 
is always interesting to know the locations of our ac- 
quaintances and to be able to locate them in this 
manner, which for the majority would otherwise re- 
main unknown. This is getting on a more friendly 
basis for future business relationship than is some- 
times realized. 

My first trip through the East was made doubly 
enjoyable by a recognition of the factories of those 
places which I had previously learned of through ad- 
vertisements. The sign board depends upon appro 
priate catch phrases, pleasing letter effects, striking 
colors and contrast for its share of attention. It 
is the friendly greeting "Good morning! Don't you 
remember me?" or "What on earth are you doing 
here !" On the other hand it might be the first time 
that you are informed regarding the existence of a 
firm or an article, the general advertisement of 
which for some unknown reason has up to this time 



30 



PRINTERS' INK. 



NEW YORK'S REMARKABLE 
NEW ELECTRIC SIGN. 



20,000 BULBS IN NEW MOTION PIC- 
TURE SIGN SEVEN STORIES HIGH — 
"world's LEADERS" TO BE FLASHED 
OUT IN BUSY HERALD SQUARE. 



The most daring advertising 
sign plan probably ever conceived 
will be finished very shortly in 
New York City, near Herald 
Square. 

The Rice Electric Display Com- 
pany, of Dayton, O., is the pro- 
moter, and Armour & Co., Rem- 
ington Typewriter Company, 
Prudential Life Insurance Com- 
pany, Walter M. Lowney Com- 
pany, B. F. Goodrich Company, 
National Cash Register Company, 
L. E. Waterman Company, George 
E. Keith Company (Walk-over 
shoes), National Surety Com- 
pany, Curtice Bros., Washburn- 
Crosby Company, Quaker Oats 
Company and others equally im- 
portant have already reserved 
space. Beer, whiskey and patent 
medicine advertising is not ac- 
cepted. 

The sign will be visible seven 



HE RICE ELECTRIC 
DISPLAY CO- UNI TES 
THE WORLDS LEADERS 




blocks distant, is seven stories 
high and a third of a New York 
block wide. It will carry 20,000 
electric bulbs, 500,000 feet of wire, 
70,000 connections and 2,750 
switches. 

The chief attraction of the sign 
is to be a Roman Chariot race in 
seeming motion, the life-like mov- 
ing effect being secured by flash- 
ing the electricity at the rate of 
2,500 flashes per minute. It • re- 
quires 600 horse power to oper- 
ate it. 



The horses will seem to be run 
ning at top speed with mane and 
tail and driver's cloak flying in 
the breeze. There are four stag- 
ings to the picture, one back of 
the other, reproducing a brilliant 
and most life-like perspective. 

A smaller model of the same 
plan has been put up by the com- 
pany in Detroit, and met with 
quick success. The chariot race 
at night seems to be a picture of 
fire in the air, fascinating in its 
vivid reality. Braziers on the side 




of the picture flame out in the 
breeze and add to the spectacle. 

The advertising plan of the sign 
is concentrated on the curtain 
which is above the chariot race 
scene. On this curtain advertis- 
ing messages will be flashed out 
in letters on the instant that the 
chariot scene is darkened. The 
unique advertising idea behind the 
sign lies in the sign overtopping 
the curtain, "Leaders of the 
World," which links the adver- 
tiser with the picture very ad- 
mirably, and also gives an en- 
semble prestige to the entire 
group of advertisers, who have 
been selected before solicitation 
by a committee aiming to secure 
real leaders. Every advertiser; 
will have his message flashed at 
least once each nine minutes. 

An interesting service is ; 
planned to be rendered adver- 
tisers. New "copy" for the sign, 
if sent by wire or cable before 
2 p. m., will go on the sign the 
same night. 

The sign will be ready within 
a month or so. 



The Syracuse Advertising Men's 
Club held its annual dinner Tuesday, 
Marcb 29th. 



THE MEDIA OF ADVERTISING 457 

escaped your eye but which now reacts upon you 
intelligently 

The electric sign is also a bill board but one whose 
effectiveness is at night. Its attention value depends 
upon the contrast afforded by the darkness of night 
and its own light as well as the intensity of the 
light stimulation. Novelty effects are always striking 
and stand greater chances of intelligent recognition 
than those which are ordinary. 

The foregoing article from "Printers' Ink" shows 
the high standard which electric sign advertising has 
reached : 

Outdoor display advertising is estimated by some 
to reach 85% of the people. The factors to be con- 
sidered are: first, attractiveness, including the idea 
of art, coloring, change and area; second, location 
or that place which will be seen by the greatest 
number of the class to be reached. 



CHAPTER XXVI. 
THE ADVERTISING AGENCY. 

It is the object of this chapter to present the com- 
plete outline of the work accomplished in an ad- 
vertising agency. The study of the different ele- 
ments of this modern business enterprise, in rela- 
tion to the larger system of the business world, will 
enable those interested in advertising to see the par- 
ticular phases necessary to be considered by every 
advertiser. This outline is the executive side of ad- 
vertising, classified. The management of an ideal 
agency would consist of the following: — 

1. Head of Agency. 

2. Solicitors. 

'■]. Kate Man — Planner. 

4. Copy Chief and Assistants. 

5. Art Department. 

6. Printing Expert. 

7. Special Departments. 

8. Business Manager. 

(a) Cashier. 

(b) Bookkeeper. 

(c) Stenographer.' 

(d) Order Clerk. 

(e) Checking Clerk. 

(f) Piling Clerk. 

(g) Messengers. 

458 



the advertising agency 459 

Head of Agency. 

The duties of the head of the agency, of course, 
vary as conditions of trade vary. It is the man- 
ager's initiative and ability to analyze the current 
events which permit the growth of his own busi- 
ness. Specifically, he passes upon the business 
policy of the firm. He is in constant touch with 
the larger and more important prospects, inter- 
viewing these both in writing and in person. For 
instance, some large business concern has decided 
on an advertising campaign. The manager of an 
advertising agency hears of this plan and immediate- 
ly takes such steps as will enable him to compete 
for the handling of the business. If necessary, he 
will go personally and address the concern as to the 
possibility of advertisement with the sum appro- 
priated. Or, a town might have decided to en- 
gage in an extensive advertising campaign, regard- 
ing its points of particular interest to those seeking 
an enjoyable summer or winter resort. Or, a city 
might wish to advertise itself as a desirable place 
for new factories and stores. 

It is the duty of an advertising manager to hasten 
thither and to show how the appropriated amount 
can be best invested to further the ends. This re- 
quires salesmanship of the highest order and de- 
mands that the agent shall be as consistent in the 
advertisement of himself and his own agency as his 
theory outline presents handling another's interest 
There is thus most intensive competition to be found 
among advertising agents. Another important duty 
is the passing upon the advertisement itself and to 
make such suggestions as will improve the copy. 



■±60 advertising 

The Solicitor. 

The solicitor is one of the most important men in 
the agency. It is he who brings the business in 
and makes the work of the other departments pos- 
sible. Copy men are in abundance as compared 
with the solicitor, and proportionately, the solicitor 
receives a much larger salary or his commissions 
permit a greater income. He must possess a general 
knowledge of the work of his own agency as well 
as the program of his competitor. Personality and 
salesmanship are the combination which decides his 
success. 

When the solicitor or advertising manager has 
secured business, the work of its preparation begins 
simultaneously in the several departments interested. 

Rate Man — Planner. 

The rate man and planner co-ordinate their work. 
In many agencies where specialization has not 
reached its highest form, the same man performs the 
duties of both positions. Separated, the planner 
secures the names of the papers, magazines or forms 
of advertising selected. This data is handed to the 
rate man. Searching through his index rate card, 
he finds the best magazines or papers in which to 
advertise with respect to cost and the class of peo- 
ple to be reached. He finds out whether cash, space, 
or time discounts are obtainable. 

By cash discount is meant the discount obtainable 
by the agency if cash is paid within a certain date; 
by space discount, whether a larger space is pro- 
portionately cheaper compared with a small space. 
Time discounts provide a cheaper rate when the ad- 



THE ADVERTISING AGENCY 461 

vertisement has been contracted for a certain length 
of time. It can be readily seen that such savings 
amount to considerable in the handling of large 
accounts. 

Thus we find that the combined duties of this de- 
partment necessitate a complete knowledge of all 
the publications possible. This would imply the cir- 
culation list, the classes of people reached by par- 
ticular papers, the priority of daily, weekly or 
monthly papers with respect to a given article. This 
information is gained and recorded from experience, 
circulation, tabulated data, etc. 

Copy Chief and Assistants. 

The planner co-operates with the rate man in 
framing up a campaign for a prospective client. 
However, in some concerns the head of the agency 
does this work. At the same time the above-men- 
tioned people are at work, the copy chief with his 
assistants is preparing copy. When this is com- 
pleted, often the head of the agency, the copy chief, 
the solicitor, and sometimes the art manager, con- 
vene to pass upon the merits of the sample copy. 

Among the copywriters we find specialization. For 
instance, one might attend to the clothing, another to 
the grocery, and still another to the furniture ad- 
vertisement. 

With regard to copywriters, there are two ques 
tions which arise for consideration, — whether the 
man who is acquainted with the details of the par- 
ticular business shall be allowed to write copy or 
the one who is only generally acquainted with the 
goods. The impression of an unacquainted individ- 



462 ADVERTISING 

ual regarding a specific piece of goods is never the 
same as the one who understands and appreciates 
it in detail. Consequently the ad. writer should not 
appeal to the experienced class, if his goods are for 
the general public. The ability of an unbiased or 
unspecialized individual to pick out the one point 
of popular interest and present it to a waiting pub- 
lic would seem to be more the possibility of a general 
man. Technicality does not beget interest on the 
part of an uninterested person. 

The copywriter, with his experience in so many 
different fields through success and failure, arrives 
upon varied striking points disregarded by a 
man who is steeped in a single subject. The copy- 
ist has a kind of knowledge which permits of a 
greater play of association and suggestion. His 
breadth of view allows a greater scope for the imagi- 
nation. These latter elements are the most forceful 
and effective in keeping advertisements in a healthy 
atmosphere of change. 

An ideal copy man, then, would be one who does 
not swamp the attention in detail, and on the other 
hand is not so surfaced in effect as to create the 
idea of insincerity. He allows the scientific play of 
imagination, suggestion and association, — all these 
factors concerned in the element of change. 

The Art Department. 

The art department designs illustrations to accom- 
pany the copy. They plan layouts, booklet covers, 
circulars, pamphlets and posters. In addition to em- 
ploying their own help, some agencies engage the 
services of independent artists or designers. Often- 



THE ADVERTISING AGENCY 463 

times the newspaper artist can be depended upon 
to assist the agencies. 

The Printing Expert. 

The printing expert makes such suggestions re- 
garding the arrangement of copy, booklets, circulars 
and pamphlets as are in keeping with ideas of good 
form and attractiveness. He also secures estimates 
for the cost of engraving and printing. The repro- 
duction of form letters is left in his hands. It is 
necessary for him to know the prices of paper, what 
papers cut to advantage, sizes, color, harmony, etc. 

Special Departments. 

Classified under this heading would come such 
phases of business as are difficult of regular classifi- 
cation. You might, for instance, have a department 
which handles unique or novelty advertising. 

The Business Manager. 

The business manager represents the handling of 
the mechanical workings of an agency. He simply 
attends to the business necessary in the getting out 
of advertisements. The cashier, bookkeeper and 
stenographer are self explanatory. The supervision 
of paying and collecting accounts is a most import- 
ant one and demands prompt attention. An agency 
is in the best standing when it discounts its bills 
for cash. In advertising, bills are usually due the 
first of the month following the date of insertion. 

Delayed collecting of these accounts often results 
in failure to receive payment. Advertising is a pe- 
culiar kind of thing, almost intangible as a factor 



464 ADVERTISING 

in business. When men have not been able to point 
to the immediate results of an advertisement and a 
collection has not been made at the proper time, 
there is a tendency, if possible, to get out of it. 

A merchant, advertising quite extensively at 
Christmas time, has great difficulty in seeing the 
direct results of his campaign. He is inclined to 
believe that the season itself is enough to bring re- 
sults of his campaign. Consequently a delayed bill 
relating to advertising, will often remain unpaid. 
Again, the advertisement might in reality have been 
a failure. The goods advertised might not have been 
up to the standard expected by the public. The par : 
ticular goods might have been presented in the wrong 
season. Possibly the wrong medium was chosen. 
Several things might have conspired to turn the 
mind of the advertiser against the payment of his 
honest debts. But many, thinking that the loss is 
solely with them, fail to see just how the agency suf- 
fers by so gross a neglect of responsibility. 

The Order Clerk. 

After the advertiser himself puts his O.K. on the 
copy and schedule of insertions which has been ten- 
dered by the agency, the matter is then put into the 
hands of the order clerk. 

The Checking Clerk. 

After the order clerk has made out two copies, 
one goes to the bookkeeper and another to the check- 
ing clerk. The latter receives the papers and maga- 
zines as they arrive, assorting and filing them under 



THE ADVERTISING AGENCY 465 

the proper dates. He then examines the advertise- 
ment very carefully to see whether it conforms to 
copy and also whether proper position has been 
given or the size is as specified. If the advertise- 
ment did not appear in the right issue, a letter to 
the publisher solicits an adjustment of the negligence - 
When a wrong insertion is made with regard to the 
copy or position, of ten-times the charge is can- 
celled or demand is made for free insertion. The 
same holds good in case the date has not been ad- 
hered to. 

In the use of daily papers it must be remembered 
that there are usually several editions. An adver- 
tiser has the right to demand that his copy appear 
in the number regularly gotten out by the paper. If 
the advertisement has only been inserted in three 
editions out of five, he may look for an insertion in 
the first two editions the day following. Many 
often purposely miss the earlier editions of Friday 
in order to get the early editions of Saturday. They 
figure that a large majority leave their office at noon 
hour on Saturday when the first edition is still on 
the street. The advertisement thus secures the read- 
er's attention on two different days, although paying 
for one day's advertisement. This applies only to 
display and not to classified advertisements. 

In addition to this work the checking clerk writes 
for publications containing advertisements which 
have not been received. It is his duty to clip out all 
news items concerning the agency or the advertiser. 

Messengers are necessary to hurry valuable infor- 
mation from place to place or to perform such 
services as are indispensable for the rapidity of busi- 
ness management. 



466 ADVERTISING 

One of the great difficulties that an agency has 
is in the person of his client. The latter often will 
not obey the precepts of the agency and consequently 
the results are not only unsatisfactory but often dis- 
astrous. Under such circumstances the agency can 
never be held directly responsible. We are now led 
into an examination of the kinds of accounts opened 
up by an agency upon which it depends for an ex- 
istence. Newspapers and magazines give recognized 
agents a commission, averaging 15 per cent for the 
business procured and which is classified as General 
Advertising. General advertising consists of matter 
not directly associated with local interests or the 
existence of which is solely due to the activity of the 
agent. Local advertising does not pay the agent a 
commission on the theory that some city medium 
must be used. It is merely a question of the merits 
of the different papers as to which one will be chosen. 
In such cases the agency secures from the advertiser 
a regulated service for preparing and placing local 
advertising. 

AVhen the advertising is local in its nature, the 
publisher bills the advertiser direct, although the 
agency has obtained the advertisement. The agency 
merely receives the bill to verify space charges. 

Competition of Agencies. 

The following citation illustrates the competition of 
agencies as well as the relationship of general adver- 
tising to the collection of accounts : — In December the 
proprietors of a summer resort decide to boom a 
place. After discussion they agree on the amount to 
be expended — $4,000. An advertising committee is 



THE ADVERTISING AGENCY 467 

appointed which writes to the various agencies regard- 
ing a prospective campaign. Each agency figures out 
the possibilities based on the amount appropriated, 
outlining in general their publicity plan. It may be 
that the actual advertising, showing composition, il- 
lustrations, etc., may be submitted. In this instance 
often the head of the agency goes to the city and 
addresses the committee. The committee then selects 
the agency. The fortunate agency then conducts 
the campaign, getting the commissions from the news- 
papers or media adopted, while its services are given 
to the advertiser. Had the advertising committee 
gone to the media direct it would not have gotten 
service at a lower rate. Newspapers themselves are 
not equipped to handle the detailed agency busi- 
ness. To summarize, then, the advertising agency 
furnishes to its client, according to the amount ex- 
pended, preparation of copy, the artist's illustrations, 
the printer's layout, advice regarding media, and the 
detailed duties of ordering, checking, and other office 
work. 

The Puff. 

It is the work of every up-to-date advertiser to 
bring about publicity in as many ways as possible, 
so that one method failing to bring results may be 
compensated by another. One of the aids to news- 
paper or magazine advertising is the so-called "Puff. " 
A puff in reality is an ad., but one in the disguise 
of news. If its garb is apparent to the average reader, 
its effectiveness is lost. At the same time that it is 
news, the puff (pages 468-469) must create a favor- 
able mind attitude toward the goods or object of sale. 



HOLIDAY THRONGS 
A T OCEAN CITY 

Ocean Front Promenade Presents a 

Typical Early Summer 

Scene. 



TWO CONCERTS DAILY 



Many Sales and Rentals of Cot- 
tages — Special Train Early To- 
morrow for Business Men. 



Special Despatch to "The Press." 

Ocean City, N. J.. March 26.— With all 
the regular Summer lights burning, the 
pier rnd music pavilion and boardwalk 
stores brilliantly illuminated and the 
"tramp, tramp" of thousands of feet on 
the wooden planks, the ocean-front 
promenade to-night presents a typical 
early Summer scene 

Ocean City is experiencing the biggest 
Easter crowd since this early Spring 
holiday became popular at the resort. 

Since early this week the Easter bri- 
gade have been trooping in. Thursday 
and Friday brought those whose places 
of business or schools are closed until 
next week. But to-day witnessed the 
flood tide of humanity bent on holiday 
pleasure. Many automobile parties 
"honked" into town \jp until a late hour. 

Halfl-hourly service was maintained 
over tlje fast shore line between Phila- 
delphia and Ocean City and a special 
train is scheduled early Monday morn- 
ing for the convenience of business men. 

Hotel Men's Ball. 

One of the chief attractions to-nieht is the 

hall given by the Hotel P~P ri * tor * ^!££ 
tloo In the Hippodrome on the boardwalk. 
An unusually attractive program was arraogeu. 
to be follower by an elaborate promenade. 
Hotel guests, cottagers and residents are lib- 
erally patronizing this annual affair. Tue sue 
cess of the affair is largely due to the un- 
ceasing efforts of the committee, which is 'com- 
posed of Mrs. Charles E. Haag. Mrs. H. *. 
Wheatnian. Ira F. Champion. Miss Elizabeth 
Heiin. Mrs. N. Packer. Mrs. F. Turpln, Mrs. 
Henry Kloetz and Mrs. A. P. Milluer. 

Since last Wednesday, when the free or- 
chestral concerts were inaugurated, the music 
pavilion has been filled with music lovers. 
Bo far Conductor Lake's programs have beeiv 



particularly attractive and enjoyable. To- 
morrow's program will be one of the finest 
orchestra concerts ever offered to Ocean City 
visitors. These concerts are held from 3 to 

in the afternoon and from 7.30 till 9.30 in 
the evening, continuing until Tuesday next. 

A number of local motor boat enthusiasts 
attended the meeting of the new Ocean City 
Motor Boat Club held in Philadelphia a few 
days ago. The most important business trans- 
acted was the opening of bids for the con- 
struction of the club's new home at Fifteenth 
Street and the bay H. B. Le Cato. chairman 
oi;the Building' Committee, reported that Otis 
M. Townsend. a local contractor, was lowest 
bidder at $10,738. He was therefore awarded 
the contract and work will be commenced im- 
mediately in oi-uer to bold the gala openiDg 
early in June next. 

Schoolboy Athletics. 

Ocean City High School's dual athletic meet 
with Penu Chatter to-night served as a mag- 
net to a raw schoolboys from Philadelphia. 
From latest reports the local athletes are 
giving tue Fenn Charter "cracks" a hard tus- 
»le. although the latter school brought down 
a big army of feminine as well as masculiue 
rooters to cheer them on to victory. The 
younger element have enlivened the day's 
uoarawalk pronienaues by their yells anc 
cheers. Many hauusome silver cups will be 
awarded to the successful contestants. 

Those who remain over until Monday night 
have a rare treat in store tor them. Aii amus- 
ing four-act play called "Uncle Rube" will 
be given in Champion Hall l>v local talent 
Judging from the dress rehearsal held this 
week tue a flair will be well worth seeing. 

Another big week of sales and rentals was 
made by real estate men. and every indication 
Points, to an early scarcity of available and 
desirable properties. 

Joseph 1. Scull reports the following rental*- 

iUweJawa V*llii/_to. Miss W ilia- Way Mac'- 
Donald. West Chester. 

Watson A. Lewis' store. -on Asbury Avenue 
phi a Pa l * t0M - E - Cain - Phffi* 

Miss Charlotte Noble's cottage. 426 Wesley 
Avenue to Clement K. Srotesburv. a prominent 

1 m aa *ifeV vb # h ,!i«U hls cott ««e last yeai. 
Mrs. Mary 'E. Bo/.JHitVs cottage. 444 Asbury 

A -r," ue \/^ &corSl ' K - teaman. Ocean Citv 
M.^Le'til* F. ttl &. 83 Oceln bU £l'tv AVeMe; * 
M^H.^Stau'tou^ 1 * LaVG bee * *"■*« b * 

Dr. Davis' bungalow 130T. Asbnry Avenue, 
to Morgan H. Thomas, of Philadelphia. 

Captain P S Hand's cottage,; .1209 Asburv 
Avauie. to S. M. Grass, of Camden 

George C Bartlett'B cottage. 225 Central 
Avenue, to Carl Scunevdor. of Philadelphia. 

Third floor front flat in the Marshall apart- 
ments, to Captain Charles J. Curran. of Phila- 
delphia'; This is the flat he had .last season. 

One of the (Jale apartments to Walter D 
Bonsall. of Philadelphia. He also occupied 
theno apartments last year. 

Massey ■& Edwards have made the following 
rentals.'— 

. Cottage of the Nichols Corson estate. 732 
Central Avenue, to Charles W. Marshal). Phil- 
adelphia. 

One of Mrs. Adelaide Oromm?r's cottages, at 
Fifteenth . a"nd W»sley \venu© .to Charles O. 
Alexander, of Philadelphia, and the other to 
Ii« m .Schupp ;i Phrradelphla lawyer. 

Alexander Sloan. Jr.. of Germant«w1>, has 
rented J. Gergbu user's cottage, 172$ Asbury 
Aveu»e, for the. season. 

3. M. Chester & Co. report the following 
rcnta.s:— 

' Joseph 'i.T. Ward's cottage. 625 Wesley Ave- 
nue, to Mrsv, T. J. Braufccr. of Philadelphia. 

McKce's cottage; 034 Central Avenue, to 
Mrs. Karte A. Rudolph, of Philadelphia. 

Mrs. Jonca' cottage. 441 Asbury Avenue, to 
E. S. Ke.vser'. "of Philadelphia. 

One of the DeRousse apartments to D. Pal- 
'* Brooklyn, N„ Y. 



THE ADVERTISING AGENCY 



469 



OCEAN CITY IS 
BEING IMPROVED 



Steam Rollers, Road Scrapers 

and Gangs of Men Are 

Kept Busy. 



OPENING NEW ROADS 



Hundreds More Cottages at 

Resort Than There Were 

a Year Ago. 



fSPiCIlL TELEGEAU TO rOBLIC.LBDGBSt.] 

OCEAN CITY, N J. April 9 Severar 
steam rollers, road scrapers and large 
gangs of workmen are busily engaged irf 
Improving the streets and avenuea all 
over the city, In preparation for the sum- 
mer season, soon to open. .» 

The Councils have authorized an unusu- 
ally generous appropriation for the pur- 
pose, and the clean, -well-kept condition 
of Ocean City roads will continue to de- 
light visitors. Many oottage owners nave 
expressed their approval of the improre- 
m«nts being made At the last meeting of 
the cltr fathers it was deoided to open up 
a number of new roads from Twelfth to 
Eighteenth street, and between Central 
avenue and the Boardwalk. 

A leading builder, who has- more work 
offered him than he can handle, remarked 
a few days ago "When one compares 
Ocean City of 1900 with the resort of 1910 
the change is so marked as to be nearly 
unbelievable. W« will open our summer 
season this year wdth many hundred more' 
cottages than at the close of l?st year and 
with many thousands more than in 1JW0. 
The average cost of these buildings is 
over $6000, exclusive of the ground, and 
any number have run. up to JlO.OOo and 
$16,000." 



Real estate -men are giving the builders 
a close race as to doing a rushing busi- 
ness, It is no deviation from the facts to 
state that never before have early season 
actlvitles been so marked, nor have cot- 
tages and properties over brought such 
high figures. 

visitors are dropping in on nearly erery 
train, and those hotels now open for the 
season are doing a good business. 

James E. (Bryon, superintendent of "Oam- 
den schools, will build a two-family oot- 
tage on Third street near the Boardwalk, 
costing about $3000. 

Joseph M. MoKiriley, of Merchant vills. 
has planned a $2600 oottage at (Fourteenth 
street and Pleasure avenue. 

M. P. Winner will have a $200* bunga- 
low at Eighteenth street and the (Board- 
walk. 

Another handsome villa will be added 
to the many summer homes now dotting 
the bay front. G. T. Smltherman, of Had- 
donfleld, has placed a contract for an 
unusually attractive $6000 home. Work Is 
being started. 

That Ocean City possesses unique at- 
tractions as a resort Is proved by the fact 
that Edward Rldenou, of Germantown. 
has rented a cottage on Asbury avenue 
as a result of his first visit over Easter 
'Heretofore his family has been going to 
Atlantic City. 

It is confidently expected that 'Governor 
(Fort will sign the turnpike bill. This 
mcuh needed roadway improvement wilf 
then be assured- Preliminary survey will' 
be made at. an early date. 

The Athletic Association of the Ocean 
City High School has arranged a dual 
meet with Atlantic City High School on 
Saturday, April 16. It is also planned to 
hold such a meet every Saturday. 

A concerted effort is being made n 
Ocean City, as well as other South Jersey 
resorts, to secure the organization of a 
Cape May Countv Chamber of Commerce, 
the object of which, U is said, will be to 
"advertise and promote the general Inter- 
ests and advantages of Cape May 
County." 



GAS PLANT FOR SEA ISLE 

Company Expects to Supply Lights 
in Three Honths. 



470 ADVERTISING 

A puff generally presupposes an advertisement 
existing in the paper at the same time. Theatrical 
advertising is one of the exceptions to this rule. 

The form of a puff should harmonize as much as 
possible with the paper in which it is to be in 
serted. Moreover, it should appear in a news col- 
umn with neAvs items and not with other puffs. 
Newspapers hesitate about allowing too much free- 
dom with this phase of advertising as it is likely 
to result in a self-evident abuse, discounting the 
value of the paper for more universal news. A 
heavy advertiser, however, has a right to expect such 
a favor from time to time and is justified in his 
demands for its insertion. 

The same principles underlying reporting will 
prove effective in the creation of a puff. All peo- 
ple interested in a particular business wishing pub- 
licity should be consulted with regard to their in- 
terest in every-day happenings. Clerks and the 
heads of departments have abundance of news to 
give when the right reporter approaches. 

In the clippings on pages 468-469, a man from a cer- 
tain advertising agency was actually sent to the city 
mentioned for the purpose of gathering news to be 
written up in the form of a puff. The same news was 
changed in expression so as to avoid repetition in 
the various papers. A different puff appears from 
week to week during the specified season. 

An article similar to the one entitled " BELTS 
WORN ON ALL KINDS OF FROCKS" is to be 
found on the same page daily of the Phila- 
delphia Public Ledger. It is a form of advertising 
in that it creates ideas regarding dress, suggestions 



THE ADVERTISING AGENCY 



■471 



BELTS WORN ON ALL 

KINDS OF FROCKS 



They Range From Byzantine Ones 

of Heavy Metals to Canvas 

and Cross-stitch. 

Will the popular one-piece frock be as 
much worn this summer as it was last 
year? 

Tnis is a question commonly asked by 
■women of each other as they speed about 
trying to get clothes, and as often as It Is 
asked It is answered in the affirmative. 

There is this difference between the 
frocks of now and then- That those o 
the present have belts. This is an im- 
provement. It takes away that accentua- 
tion of a waist line that is not trim oi 
trig. 

Possibly it is not as satisfactory on the 
Jieavily built figure, whose waist line 
needed concealment, as on the long-wais't- 
ed, slender figure, who can afford to have 
a fine carelessness about anything that 
increases the size or emphasizes the fact 
of her waist She really does not mind 
having attention called ot it. 

Even the stout woman can manipulate 
the belt in such a way that it does not 
broadly proclaim the fact of a large 
waist. She wants to avoid wide and 
glaring ones, and especially those that 
are in two colors, which, while new and 
effective, have already proved a snare to 
the weak- 



She" need not choose a belt of a different 
Color or fabric. It is not necessary to 
stvle to do this. She can make a com- 
promise with fashion by using a narrow 
one of the material, run in and out or 
long buttonholes worked in the frock. _ 

Or she can get a good effect by using 
another fabric even if in the same color, 
oncl sometimes, not often, but sometimes, 
6he can edge it with a mere thread of 
black. . . ' . _ 

For the average figure there is nothing 
more fashionable than the new kind of 
patent leather belt that has a half moon 
of plain Ivory pearl or smoked pearl as 
Its buckle. Those with varnished km 
buckles are also good; some girls like 
them best of all. . ,. .. .„ 

The beautv of these new belts lies in 
the'r suppleness. The leather has been 
reduced to a mere shearing, and is bril- 
liantly polished. It is a fancy of the fas- 
tidious to buv this thin leather in the 
piece, and make their own belts: they 
can suit their fancy in the shape and 
style, and have odd bits left over to trim 
a coat suit. , 

This is by no means a commonplace 
thing to do. A bronzo brown linen suit 
or one of bright dark blue, looks quite 
snappy with a rever and one-Inch cuffs of 
patent leather: doesn't make one look- 
a bit like a chauffeur: if it suggests a 
motor, so much the better.- All the bet- 
ter if vou don't own one! 

Of belts as a fashion there is no end. 
Some one must have spent sleepless nights 
devising them. They are plain and plaid, 
narrow and wide, gorgeous or simple. 
They range from the Byzantine affairs, 
that are cumbrous with metal and en- 
crusted gems, to the peasant one of white 
canvas worked with a Cossack cross 
stitch in primary colors. The latter is 
good on white Juj*-*Sfl8$KE 



HITCHCO CK AT F ORREST 

Plays One Week More in "The Man 
Who Owns Broadway." 

Raymond Hitchcock and his merry com- 
pany of 100 comedians, singers arid danc- 
ers enter upon their last week in Phila- 
delphia at the Forrest Theatre tomorrow 
night. In George M. Cohan's latest music 
play, "The Man Who Owns Broadway," 
Mr. Hltcncock has scored a prodigious hit. 
The strike affected the attendance at the 
Forrest not at all last week, and those who 
could not ride walked to the playhouse 
and crowded it to the doors. Hitchcock 
is the Artemus Ward of the stage. He is 
irresistibly and spontaneously droll. His 
support is excellent. 

Flora Zabelle.the prima donna, is blessed 
with a st'inning stage appearance and a 
voice of vocal velvet. Scott Welch is a 

food comedian and tenor singer: Stanley 
'orde is a Qne figure of a man, and Lora 
Lieb a blithe, blonde villainess. Frances 
Gordon and George Lydecker have made 
individual hits. Raymond Hitchcock, in 
"The Man Who Owns Broadway" has an- 
nexed Philadelphia. The engagement 
could easily be extended for many weeks, 
but Boston calls and previous contracts 
are not to be denied. 



472 



ADVERTISING 



of which will be carried out by the woman in her 
shopping. This, then, is a puff so universal in in- 
terest as to benefit every merchant. It shows the 



"THE PRODIGAL SON" 

Hall Caine's Play to Be Presented 
by the Orpheum Players. 

"The Prodigal Son," Hall Caine's dram- 
atization of his own great story of Ice- 
land, originally produced toy Llebler & 
Co., will toe given Its first presentation 
in Philadelphia by the Cu-pbeum players 
at the Chestnut Street Theatre this week. 

The play is a swiftly moving, stirring 
and Intensely powerful melodrama, based 
upon the biblical parable of the prodigal, 
and Is said to be Mr. Caine's finest and 
most successful effort. It scored a tre- 
mendous success in New York and Lon- 
don, but owing to the sudden death of 
Edward Morgan, the noted actor who 
played the principal role, that of Mangus 
Stephenson, the play was never brought 
to Philadelphia. 

"The Prodigal Son," however, is not un- 
known in this city. The 'book had a big 
sale and enjoyed the favor of the reading 
public 'as much as any other of Hall 
Caine's popular storlea. 

Realizing the first presentation of "The 
Prodigal Son" in Philadelphia will arouse 
unusual Interest and focus the attention 
of the theatre-going public on the Or- 
pheum Company, Manager Laferty and 
Stage Director Winter have exercised the 
greatest care to make the forthcoming 
production perfect in every detail. Three 
magnificent stage settings will toe pro- 
vided, the one showing the casino being 
particularly gorgeous, while the cast will 
represent the full strength of the Orpheum 
Company. Wilson Melrose will play the 
part of Magnus and George D. Parker 
will be seen in the role of Oscar. Marlon 
Barney will play Thora and Leah Wins- 
low will be the younger sister Helga. 
Peter Lang, Ed. Mlddleton, Helen Rel- 
mer, Kathlene MacDonnell, Henry Ed- 
wardes, John J. .Geary and Carson Dav- 
enport will be among the others in the 
cast.. 



possibility of a form of advertising which is des- 
tined to assist all; it is a form minus the narrower 
consideration of just one firm to meet the demand. 



THE ADVERTISING AGENCY 



473 



While the clippings, "The Prodigal Son" and 
"Hitchcock at Forrest" (pages 471-472) are news for 
the masses, to theatrical managers they are items 
destined to increase or to decrease their business for 
the week. Thousands of people are in a state of 
mind that does not consider any particular play for 
the week's program. But one of these puffs, read, 
proved so attractive in description or has aroused 
the curiosity to such an extent that action inevitably 
follows. 

The following puff taken from a newspaper speaks 
for itself: 



A MENU FOR TOMORROW 



BREAKFAST. 

Oranges. 

Wlheat Cereal. 

Whole Wheat Muffins. 

Griddle Cakes, with Syrup. 

Coffee. 

LUNCHEON. 

Green Turtle Soup. 

Stewed Celery. Saratoga Chips. 

French Toast. 

Salad of Cream Cheese and Chives. 

Pate Jelly. Lemon Cookies. 

Tea. 

DINNER. 

Tomato Bisque. 

Roast Duck, Currant Jelly Sauce. 

Browned Potatoes. 

Salad of Cauliflower. French Dressing. 

Chocolate Pudding. 

Coffee. 

And then— 

"The Evening Telegraph." 



CHAPTER XXVII. 
AN ADVERTISING CAMPAIGN OUTLINED. 

It is the purpose of this chapter to present as a 
sample of a good advertising campaign the adver- 
tising of the United Roofing & Manufacturing 
Co., in their marketing of "Congo Roofing." This 
campaign shows advertising affecting the manufac- 
turer, salesman, retailer and consumer. 

First of all, the United Roofing and Manufacturing 
Co. believe absolutely in the goods which they have to 
put on the market. They are fair in their prices and 
ready to guarantee "Congo Roofing." To make 
good their word, a guaranteed bond has been pre- 
pared which will serve as a reminder from the buyer 
should the test of time prove their claims to be false. 
The directions for applying, one of the conditions 
which makes the bond possible, are on the opposite 
side of the contract. (See No. 1 — front page and 
No. 2 — back page). Here we have an effective talk- 
ing point for the salesman. 

Now that the goods have been manufactured and 
their quality guaranteed, the United Roofing & 
Manufacturing Co. propose to advertise "Congo 
Roofing" before the mass of people. Here retailer 
and consumer are both made aware of the existence 
and guarantee of the firm. 

Next follows a letter to the salesmen handling the 
roofing. It explains in detail the things which the 

474 



ADVERTISING CAMPAIGN OUTLINED 



475 



nrm are ready to do for all parties concerned and 
suggests numerous talking points for the agent. 
This is a letter very nearly perfect in form, arrange- 



Capital Stock $500,000.00 

Total Assets $2,565,257.91 

Surplus $681,631.21 



lUrtijwrl j^ig afflmpttft 



New York T1ZZ D ^ZZ".'.'^'Z 



CONGOROOFING 

Guarantee Bond 



Know all men by ttyBt presents, That we,the vm Roofing & Mw.chmr. g 

srporation of Delaware, as principal, and the National Surety Company, as surety, are held firmly bound unto 



hereinafter called the purchaser, in the penal sum of Five Hundred Dollars, {$500.00) which sum is hereby agreed 
the maximum liability hereunder, lawful money of the United States of America, well and truly to be paid, and for the pa; 
merit of which we and each of u» hereby bind ourselves, 
and severally, firmly by these presents. 



Dated at Philadelphia. I 
i0fTPtTtl6 ( the said principal has manufactured and sold and ;a,d purchi 

squares of two-ply Congo Roofing which has been applied on the roof of _. 

at - - and the application thereof on said roof completed 



r has puicha: 



00 --- — on which the said principal gives the following guarantee, to wit ; 

GUARANTEE 

That for a period of ten years from the said date of completion of application the said roofing will 
remain in serviceable condition, damage from fire, hail, tempest, or other causes outside of ordinary wear 
and tear excepted, provided that the said roofing is applied in accordance with the printed instructions on 
the back of this bond and that it shaJl.be coated at the end of two (2) years and again at -the end of six 
(6) years from above date of application with a coat of Congo Paint, manufactured by the above principal, 
using not less than one gallon to two hundred (200) square feet of roof surface lor each coating. 

flJnnt thprpf nrp ,l ", c '"" li "«», °! *■ «*««« » .«>. thi a u«i root* b.„wn „ t™ fvc^RooSii, h™u«d u 

rvuiu, u|ririuii, „,d pm , p j ,h.n ,„! ,„ „, p.mc„i„ *, ( „k ■. ..id ,..««. ^d ^^i h„eb r ,,,«, „ rumis, 

guarantee and to prove compliance v- nh the condition, of tha bond, but nothing in the above guarantee th.ll be cotutnied to cover damage to die 



EST"' co'ntS 



,. thu inurnment ii e 



STW 



1 rem'ain in nJloree"and t«< 






prepaid, addreued to id principal office at 115 Broadway. New YorV City. New 1 
Nabonal Surety Company ihali have tbe right and option to . replace " ' 
of to pay to laid pacuatcr a rum not in cxceaa oi the grow value of aaid r 



United Roofing & Mfg. Co. 

by 

nod Rootng «t Manufacturing Compuy. Wert End 
v (30, day. ol tka date ol the application or the roofing. 



No. 1. 



ment of subjects and force, 
pages 477-478. 



See No. 3 and No. 4, 



476 



ADVERTISING 



Numbers 5, 6, 7 and 8 (pages 479-481) are the cir- 
culars and pamphlets which are sent for distribution. 
No. 9 (page 482) is an agreement to advertise. No. 
10 (page 483-484) are some of several advertise- 
ments inserted in the paper by the United Roofing & 






DIRECTIONS FOR APPLYING 



LTNROLL Congo Roofing and allow it to lie in the sun, if possible, 
t for at least one or two hours before nailing it to the roofing boards, 
then cut the roofing into not more than eighteen-foot lengths. 

Sheathing boards must be dry, well seasoned, clean, of smooth, even 
surface, of uniform thickness and close together. 

On a pitched roof unroll the roofing from the top and then pull it up 
so that it laps over the peak. Always lay the roofing so that seams of the 
roofing shall run with the pitch of the roof. Avoid nailing in cracks of 
sheathing boards and draw a chalk line down along all two inch laps. 
Drive the nails two inches apart from the center, using only the galvanized 
iron caps furnished with "Congo" Roofing. Inspect every galvanized 
iron cap when the job is completed to make sure that the nails are not 
loose. Break all joints. Do not lap the roofing directly over a crack, 
but carry the strip over at least six inches. In covering gutters lap the 
main Congo Roofing two inches over th* gutter strip. Cement with 
Congo Cement. Then nail and galvanize cap it. Cement thoroughly 
between all laps with Congo Cement before nailing. Coat thoroughly 
all laps, galvanized caps and nail heads with Congo Cement. Do not use 
anything bat Congo Cement for cementing and Congo Paint for painting 
Congo Roofing. Congo Cement needs no heating. 



eea:©e®eeeH©o©pe:es:c 



No. 2. 



Manufacturing Co. according to contract. No. 11 
(page 485) is a puff which is inserted in the same is- 
sue of the advertisement, really indexing it. No. 12 
(pages 485-486) are circular letters gotten out for the 



ADVERTISING CAMPAIGN OUTLINED 477 

consumer. Nos. 13 and 14 (pages 487-488) are a letter 
and sample. Many of these were sent to merchants 
who had attended a hardware convention and having 
there heard of this roofing were greeted by a letter 
upon returning home. 

Buchanan -Foster Co. 

504-507 Wert End Trust Building 
«**-• S PHILADELPHIA, PA. 

CONGO never LEAK ROOFING 



To Salesmen Handling Congo Roofing: 

In offering Congo to your customers, don't lose eight of the following 
faote: 

Congo Roofing is an advertised article. It has been on tne market for 
years, Almost every agricultural paper of any note carries a Congo Display ?d. 
Where the material itself is not shown, it is at least known by name, 
When a dealer stocks this roofing the manufacturer is going to back him 
up in Belling it. All inquiries through advertisements are immediately referred 
to the nearest dealer. Many sales are made in this way at no effort to the cus- 
tomer whatever. 

A liberal quantity of samples and descriptive bo'oklets are furnished 
every dealer, with his name and address imprinted. YThen a jobber sells a retail 
dealer, merely notify the Buchanan-Foster Co. of the quantity of sar.ples and ad- 
vertising matter wanted. They will be put. in the printer's hands at once and for- 
warded to the customer direct, expresss prepaid. We also supply when wanted, 
Congo Floor mats, handsome window signs and cuts for local advertising, 

Congo is better than either shinples or tin and ?.s much cheaper. Tin 
needs painting continously. Shingles warp and split. Congo has none of these 
faults. 

Ho hired mechanic is needed to apply it. Anyone can put Congo on after 
reading the directions on the roll. 

Don't hesitate to talk up the quality. We stand back of every roll and 
guarnntee it perfect in manufacture. 

Sho:7 its strength and pliability. The composition used in Congo always 
stays pliable; so that is is not affected by extremes of temperature and can be 
laid in cold or hot weather. 

Show how thoroughly the material is impregnated with the water-proofing 
compound. Call expeeial attention to the surfacing. That is one of the great 

No. 3. 



478 ADVERTISING 

secrets of Congo's success. The Congo Coating is not a cheap mineral asphalt, 
which weighs heavy, but soon disappears entirely after exposure to the eloments, 
Congo Coating is a composition that outlasts any similar known material, and is 
unaffected in any way by the elements. 

Read over the desoriptive booklet on Congo carefully, so that you may 
become perfectly familiar with the material. The manner is which it', is put 
up, the number of square feet to the roll, etc. 

Then go after your oustomers with, a firm conviotion that you have the 
beat article on the market, and are going to sell him, even if against his will. 
Onoe get Congo. started with a dealer and you have- a steady customer. After the 
f iret effort the repeat orders will be easy. 

Influence your customers as much as possible to push the heavier weights. 
In the first place, of oourse, the immediate profit is greater in selling the 
higher than the lower prioed goods, but outweighing that is the question of satis- 
factory service. The lighter weights, understand, are good and superior to the 
majority of heavier plies in most makes. For may purposes they have their place 
and are admirable adapted; but for long wear and general satisfaction, the two and 
three ply thichnesses are well worth the additional cost. It takes as much labor 
to lay a light as a heavy roofing, so the first price of the actual material is the 
only expense to be considered. 

Where possible too, oonfine your sales to the two-square rolls. This is 
the most economical and easiest form for nppl- ing. There are fewer ends, and being 
wound on a larger diameter, they unroll flattero decreasing any tendency to buckle 
if carelessly applied. 

We want to emphasize most strongly that if you give a little time and 
energy to introducing Congo to such of your customers, as are not already hand- 
ling it, the initial effort will be practically tho only one. Congo Roofing fully 
lives up to all the claims we make for it, and after the first order is placed 
others are bound to follow automatically and aggregate a handsome trial. 
Very truly youm, 

EUCHAHAN-FOSTER CO. 

No. 4. 



ADVERTISING CAMPAIGN OUTLINED 



479 



This advertisement appeared In 

The Saturday Evening Post of September i&h, i90© 



Congo 

P$* ROOFING- 

A Guarantee Bond 
With Every Roll 




WHEN we said that Crm B o Th 
Rooting would last tartars, 
laughed ami relied that " 
body cUhtsed that*' 

When we offered to gvarewlee such * 
they said "'Guarantees mean nothing. 
buyer could never enforce them,, ' ' - An 
thev said was true, beeadse the s 



people i 



Beit Material*— Greatest Care 

Congo Roofing is l 






■thing, u> fa//ktt$#ui* 



A Legal Guarantee 



About two years Ago the* 
mined togive a guarantee that 
hmJistg--t 



nteiui sometht 



pany,-— one ol the most prominent Insurance 
Compaoies in tht coonwy. - AVeexplainedour 
proposition "to them. We showed them 
what Congo had donein the past. They went 
into the matter thoroughly awl finally agreed 
to issue a, refttdnt srurety Bwtd with every 



Of 



have 






clean, dry and easy to- hand 
i inspection service in oar factoi 

endercd necessary by our g-u 
ipe?-wo^efetn*t4?--- : w« -eamw^ai 
, A U Accessories Free 









Spoiled by bad 
tlie heal grade 

which wilt not 



f s. roofing has been 
tia caps... We supply* 
and -gerfvawsed caps. 
Ve also supply fiquid 
ch rtK]uifes no heating 
Atttpxoof adhesive. 



through the guarantee period and were. 
Consumers appreciate the fact that we have 
confidence in the goods. In iact since we 
put out this guarantee our trade has greatly 



6fsi revftitg &n Ibi market. . 
< ^<>tt Wa«t Protection * 

top a moment to think ttbont these (acts 

the Guarantee. When you buyarooling, 

want to buy proieciian. You want to- be 

: that the roof isn't u OIi1 S to ' eali * n * v * ew 

rs. You don't cure what the roofing is 

ie of if it givwjyou to or 1 5 years oJ serv- 

Tho-t's the point yon are interested in, 

**° O*^^ Manufacturer 

FoBowa Our Lead 

the only manufacture 

roll, and *e arc asking 







SAMPLE FREE 

that tei" "" 

D ROOFING AND MANUFACTURING CO. 

^572 W««t End Trust Building, Philadelphia, Pa. 




No. 5. 




No. 6. 



CONGO ROOFING 

IS GUARANTEED 



A tough, flexible, durable, water- 
proof roofing, made in one, two and 
three ply, sold with a genuine Surety 
Eond in every roll. 



FIRE? 



Not With Congo Roofing 



3 ply ii guaranteed for 10 years 

2 ply 10 " 

1 ply " ",, "5 " 

The Guarantee Bond is issued by 
the National Surety Company of 
New York. 

This is real roof insurance. 



UNITED ROOFING & MFG. CO. 

Philadelphia, Pa. 



LOUISVILLE 

Louisville, Ky. Sept. 13, tooa 

"Replying to your latest letter of the 
iith insl., wc beg to say that the Congo 

Roofing Ctwo and three ', ply only) is 
approved by the Laboratories at Chicago. 
and is therefore accepted by us and will 
receive tbe same rating as nietal or similar 
roofs. 

Yours very trtily, 

Loui.ville Board of Fire Und<;rwriter»." 



No. 7. 



180 



ADVERTISING CAMPAIGN OUTLINED 



481 




Have You Ever 



Had any experience with CONGO ROOFING and fire? 
Do you know how fire resisting this roofing is ? 

You know how shingles burn ! you have seen tin curl up with heat — seen slate crack into a 
thousand pieces. Imagine a wet blanket covering the roof, it would hold the fire down, would'ntit? 

CONGO ROOFING is the wet blanket of the roofing world. 

Read the experience of a client who has seen — who knows. over 

No. 8. 



Bath, Carletoa Co., N. B., June 30th, 1909 
The S. Hayward Co., 

St. John, N. B 
Dear Sirs:-In the recent fire at Bath that caused the destruction of 
several large buildings and nearly destroyed our warehouse situated only 
about 100 feet, the only reason we claim for any of the buildings being left 



that 



ve our large potato warAouse covered with "Congo" Roofing 
that we got from your company. Large lighted shingles would fall on the 
roof but would not ignite. Since the fire my brother has taken several 
orders for the roofing. 

Truly yours, 

— BOHAN BROS . 

^SSZgSSE&SSf^ 5 °<- 507 We..Ena Tru .,B, d ,. PltAKLPHIA. 



No. 



482 ADVERTISING 



Agreement to Advertise 

N consideration of the fact that you agree not to handle any 
so-called rubber roofing except Congo for one year from date, 
and in consideration of your order for Congo Roofing. 



Date of Order Order No. - 

we agree to do local advertising for you to the extent of Ten 
Cents per square, in such paper or papers as may seem most 
available. 

No. of Rolls Amount for Advertising $ ~ 

FIRST CHOICE 

Paper - — 

Published at 

SECOND CHOICE 

Paper 

Published at - 

THIRD CHOICE 
Paper „..„ 

Published at 

We will try to regard your preferences so far as possible 
in the matter of selection of papers, but it is distinctly under- 
stood that the final decision shall rest with us, and that the details 
of the advertising shall be determined by us and our advertising 
agents. 

UNITED ROOFING & MANUFACTURING CO. 

Per - Salesman 

Name of purchaser - ,....; 



(Salesmen will fill out this blank in triplicate and leave one copy with 
the dealer, send one to the United Roofing and Manufacturing Co., Phila- 
delphia Office, and retain the third copy.) 

Salesmen must not fall to leave one of these blanks, properly filled out, 
with the customer in every case. 



No. 9. 



ADVERTISING CAMPAIGN OUTLINED 




CONGO 



NEVER ROOFING- 



LEAK- 



GUARANTIED BY A SURETY BOND 



«T*0 CONVINCE the public that 3-ply Congo Roofing will really last 
* U* yean, we furnish with every roll a bond of the National Surety 
Company backlog up our guarantee. 

THIS BOND gives you absolute certainty that our promise will be 



That is what Congo t 



t year all over the coui 

FREE SAMPLE 

WE SHALL BE GLAD to 



f Congo roofs which are being 



me a sample of Congo. : 



i genuine Surety Bond 



UNITED ROOFING t* MANUFACTURING CO. 

Successors to Buchanan-Foster Co. 
546 West End Bldg.. Philadelphia. Pa. Chicago San Francisco' 



NO. 10. 



WithEvekyRoll. 

CONGQ 




This 

Full* Protects\ou 



T OTS of manufactur 
-'-' tell yon what their good, are made of ' 
give you a beautiful word picture of a 
lis and mysterious "gum" that only they 
e. Other, tell you of tie real "rubber" 
that they use — and so on. 

ag Congo Roofing we Lave only 2 statement! to make 

First— "We helieve it is the best ready roofing made. 

Second — Because we believe that, we five,a genuine Surety 
Bond with every roll, which guarantees three-ply Congo for 10 yr». 

These bonds are issued by the National Surety Company, and 
they are as good as a government bond. 

No other roofing manufacturer dares give such a guarantee. 

You take no chances when you buy Congo. 

There is no •gum" in ,t to make it sfcky : there is no rubber in it 
to get brittle. It is made of the best roofing material that is possible 
for us to purchase under the best manufacturing [conditions. Because 

to issue a Guarantee Bond to back up the statement we make. 
Ask any other manufacturer for a Real Bond and see him squirm- 
Booklet and samples o/ Congo free on request 

UNITED ROOFING AND MANUFACTURING CO. 

Successor to Buchanan-Foster Co. 

598 WEST END TRUST BUILDING. PHILADELPHIA. PA. 
CHICAGO SAN KRANCISCO 



No. 10. 



48^ 



ADVERTISING 



MthE^kHS 




This 

FuLUf Protects You 



OTS of manufacturers arc keen to tell 
'what thpir goods are made of They 
give you a beautiful word pioture of a marvelous 
and mysterious "Gum" that ouly they can produce. 
Others tell you of the real "rubber that they use— 
and so on. 
Regarding Congo Roofing, we have only two statements 
make: 
First— We believe it is the best ready roofing made. 

Second— Because we believe that, wegiveayemiine Surety Bond 
with every roll, which guarantees three-ply Congo for 10y*ars. 
These bonds are issued by the National Surety Company, and 
they are as good as a government bond. 

No other roofing manufacturer dares give such a guarantee. 
You take no chances when you buy Congo. 
There is no "gum" in it to make it sticky; there is no rubber 
in it to get brittle. It is made of the best roofing materials that 
it is possible for us to purchase under the bast manufacturing 
conditions. Because it is made right, it gives such satisfactory 
service that we are not afraid to issue a Guarantee Bond to back 
np every statement we make 

Ask any other manufacturer 'or a Real Bond and see him squirm. 
Booklet and samples of Congo free on r< guest. 

UNITED ROOFING AND MANUFACTURING CO. 



537 WEST END TRUST BUILD1NO, PHILADELPHIA PA 
CHIGAGO SAN FRANCISCO 




Congo Roofing 



One Of the 
ures about Cong 
genuine Surety J 



The Guaranteed Roofing 



live feat- 
yon get a 

. every toll. 

issued by the National 
Surety Company. Every roll of 3- 
ply Congo is guaranteed for a 
period of it> yean, if printed direc- 
tions are followed. 

Thus the buyer is protected for a 
loug time by the strongest guaran* 
tee ever issued, backed by a Surety 
Company whose bond is a a g«.od as 
the Government's. 

That Congo is made of the right 
stuff— durable and lasting, is ait> ■.*.- 



led t 



fart 



Company was williug to b 
and for so long a period. 

United Roofing & Mfg. Co 



In addition to the Surety Bond, 
we furnish .with every roll galvan- 
ised caps instead of the tin caps or 
nails supplied by others. The gal- 
vanized caps can't rust «r bend or 
break. Liquid dement is also fur- 

We mean to get the roofing trade 
of the country und think these 
special features will come pretty near 
landing it. 

Send to-day for free Sample of 
Congo aud a copy of the Guarautee 
Bond. 



No. 10. 



ADVERTISING CAMPAIGN OUTLINED 



485 



nd to 



re rs. 
pe ±» 



GO. 



BUBS! 
*fertil- 

test 



i ~-v^» pepartniem ..... 

they don't watch out. "The inspectors \ 
the Kansas pure food department expe< 
to vesit every fair in Kansas this year. 



Congro Roofing:. 

There is no kind of advertising Kansas 
Farmer takes greater pleasure in running 
in , its advertising columns than that of 
prepared roofing. All such roofing is not 
equally good, but only the announcements 
of the best roofing manufacturers appear in 
this paper. On page 21 appears an ad 
vertisement of Congo roofing, made by the 
United Roofing and Mfg. Co., 537 West 
End Trust Bldg., Philadelphia. When you 
buy Congo you° are protected by a bond, 
with a strong, reliable firm back of it.. 
Send to above address for free booklet and 
samples. 



No. 11. 









John B. Varick 
Company . 



Hardware 
Iron and Steel 



VARICK BUILDING 

MANCHESTER, N. H. 



Builders' Ha.duake 
Mechanics' Tools and 

MlSCtLLAKtOUI Ha.DWAi 

Sporting Goods and 
Cameras and Photogkai 
Fu« Coats and Ho.se 






. Cut 



Dear Sir:- 

In presenting the CONGO NBVER-LEAK PREPARED ROOFING we wish to state 

that before taking the agency of this Roofing for New Hampshire and Vermont we 

carefully investigated and looked into the merits of nearly all of the prepared 

roofings on the market, and found that according to the statements of each and 

every manufacturer, their Roofing was the equal, if not the very best one made, 

and that if we accepted the statements of each manufacturer we could not deoide 

which one to take on. In order to satisfy ourselves we selected several roofings 

In which we were interested and sent numbered samples, (the name and make not 

appearing on any of them) to PROCESSOR CHAS. L. PARSONS OP TEE CHEMISTRT DEPART- 

VENT OF THE NEW HAMPSHIRE STATE COLLEGE, TO BE TESTED AMD AHAYZED. The notes and 

analysis which he aent ua take up considerable space and it might not seen to b» 

fair to give the names which corresponded with the numbers and actual teats, but 

PROP. PARSONS* EXHAUSTIVE TESTS PROVE CONGO NEVER-LEAK ROOFIHG HAD HO SUPERIOR, 

IP AH EQUAL, FOR THIS CLIMATE. It oan be laid in the ooldest weather ud ia »ot 

affected by extreme heat. We ahall b» pleased to furnish ssmplea and circulars 

and quote prices to any one interested, and wish it understood that it is sold 

under a positive guarantee. 

Toura truly, 

™i,.,..a«u„...t l . l , l .,t,„., B „,.,., JOHN 8. VARICK CO. 



No. li 



4:86 ADVERTISING 



CONGO ROOFING. 

Copy of a recent testimonial showing the suitability of Congo 
. Roofing for Burma. 



Upper Pooxoondoung, 

Rangoon, 
Me$*r». STEEL BROTHERS & Co. Ltd. 

RANGOON. 
Dear Sirs, 

I have purposely delayed answering your (enquiry regarding (he Congo Roofing, so lhal I 
could have some experience of it before replying. The following is a correct account of it so far as 
my experience goes. I lived lor years in a shingle roof bungalow which leaked all over during our rainy 
season causing great annoyance to my family and self. Early this year I purchased enough ol your 
Congo Roofing and had it (laid over the shingles) fixed on, by three ordinary Burman Car* 
penters who had never done such work before. In two days. After the Congo Roofing was put on we 
were agreeably surprised to find that the temperature of the house was very much cooler and more 
agreeable to live in than ever it was before. This In itself was well worth the small outlay for the 
Congo Roofing and a great consideration during the hot weather. We now sleep in comfort which was 
not the case before with the bare shingles. Last night about 8 p.m, the rain came down In torrents 
accompanied with heavy squalls which rooted up some of my fruit trees and stripped the corrugated 
•beet roofing oil one of my out houses. During the storm of wind and heavy rain not a drop of water 
found its way through the Congo Roofing and next morning on examining II the only difference I found 
on the roofing was that the wind and rain made the Congo Rooling stick closer to and fit Us self 
belter to the shingles. I am ready for the rains now and will meet them with perfect confidence In 
Congo Roofing. It is a splendid roofing and It is a pity It is not more widely known. It Is cheap, easily 
laid on the roof, and cooler than any other roofing I know of, besides it has made my house look much 
belter and neater than be lore. 

Yours truly. 

<Sd). N. & D„ 

No. 12. 



ADVERTISING CAMPAIGN OUTLINED 



487 



SAMPLE OF 

2 Ply 

CONGO ROOFING 

Tough, waterproof, durable, climate- 
proof. 

Ice and snow can't stiffen it. Summer 
sun can't soften it. It is the same in any 
climate under any exposure. 

Every roll of Congo is backed by a 
genuine 

SURETY BOND GUARANTEE 

The only guarantee ever devised which 
is easily enforcable by the customer with- 
out expense or law's delay. The Surety 
Bond is packed in the centre of every roll. 

This roofing can also be had in one- 
ply and three-ply, but the two-ply is the 
most popular grade. Samples of the 
other weights will be forwarded upon 
application. 

Rolls 36 inches wide, either 108 or 
216 square feet to the roll. Galvanized 
iron caps, nails and cement free. 

White, Van Glahn & Co. 

37 Barclay St. 
NEW YORK CITY 



No. 13, 



488 



ADVERTISING 



The data of this chapter should be read thoroughly 
and the different phases of advertising thus be re- 
viewed in relation to a single business. This is a 
remarkable outlay of material, most of it excellent, 




JCCCSSOF 

BUCHANAN-FOSTER COM* 

MANUFACTURERS 



£@M&@ WiQQWWl® 



SM-. 



December 23rd, 1909, 
Kees. D. I P. Coach, 

Brooklyn, K.Y. 

Dear Sin . 

tfe respectfully coll your attention to the enclosed cample of our 2-ply 

'Congo" Prepared Poofing. This is simply the finest prepared roofing that there 

is on the market to-day, and we can recommend it to you as that and as nothing 

else. We would like very much indeed to have you take thi6 up, and hope you can 

see your way olenr to givo it a trial. 

Please note that our wholesale carload agents for your section are Thito; 
Van Clahn i Company, 37 Barclay Ctreet, New York City. 

V*e will be glad if you will write to them, as they carry the goods in car- 
load lots in Btock and can make prompt chipment of any quantity you desire. They 
will give you the lowest prices aleo. 

This roofing is made from the best quality dry wool roofing felt, treated 
and waterproofed and coated in. a most up-to-date effective manner. It lasts fo$ 
yearr, op the roof without attention whatsoever. 

Hoping you will give the "Congo* a trial, we are 
Youre very truly, 
UTTITiSD ROOFIHG & M/U.-UFACTURIHG CO. 
per ^ 

No. 14. 
with several items subject to a decided change for 
the better. This series should constitute a review 
for the student, bringing out the good points as well 
as suggesting and actually improving the campaign. 



CHAPTEE XXVIII. 
SALESMANSHIP AND ADVERTISING. 

In this chapter it will be well to get a general pic- 
ture of the different business interests showing the 
relations which exist between them. (See diagram 
reproduction excellently outlined in "Sales Promo- 
tion.") See No. 1, next page. 

We find here relations established and that the 
distribution of goods is brought about by means of 
three factors: first, the salesman; second, the general 
advertising; third, the mail order department. 

The difference between the advertiser and the 
salesman is a peculiar one. The results which are 
obtained are the same, but the means of getting 
them differ. The advertiser depends upon the printed 
page for results. The salesman depends partly upon 
the printed page but mostly upon his personality. 
Whatever questions arise regarding the advertised 
article cannot be answered without some inconveni- 
ence on the part of the reader. The salesman's 
presence indicates a clearing away of these diffi- 
culties. A follow-up system can never prove as 
effective as the personal touch in the introduction 
of new or changing goods. Then the personal qual- 
ities of the salesman, — his sincerity, affability, and 
persuasiveness enter into a sale. These qualities are 

489 



490 



ADVERTISING 



wanting on the printed page. Moreover, the pre- 
sentation of the goods themselves, with neat and well- 
printed labels, often arouses desire for possession 
where an illustration of the same thing would be 
ineffectual. Some mail order houses recognize the 
effect of the goods themselves upon prospective cus- 



Cef)trc\\ 
Adwertisi9|o 



MANUFACTURER 



Mflii Order 
Advertising 




tomers and offer to send them for inspection sub- 
ject to approval. Book companies seem to lead in 
this kind of mail order salesmanship. 

To state that advertising does not require person- 
ality would be untrue, for the personality of every 
advertisement is a reflection of the writer's mind. 



SALESMANSHIP AND ADVERTISING 491 

His peculiar mind attitude toward his goods must 
be quite as correct and full of snap and persuasive- 
ness as the salesman. It is simply a case of the 
different ways people have of making themselves 
felt effectively in the world. According to the ex- 
pressive personality of each individual, as one writer 
puts it, "we find upon the one hand millions of dol- 
lars worth of white space filled by the big fellow 
and hundreds of high salaried traveling salesmen 
employed under the direction of a still higher sal- 
aried sales-manager. In its lowest form it compre 
hends a five dollar a week clerk behind the counter 
in the store on a side street, and the modest two 
inch advertisement in the daily or weekly country 
paper. The principle only remains unchanged and 
the results are proportionately the same." 

A general knowledge of goods is required by the 
advertiser while the salesman should have a thorough 
knowledge of details. Not that the salesman should 
make detail a specialty, but to be prepared in answer- 
ing • whatever questions naturally arise between cus- 
tomer and seller. For an advertiser to bring out a 
detail Avhich might prove interesting gives scope for 
variety. The description of some minor part of an 
automobile differing from the competitor's advertise- 
ment might result in a sale if the advertisement were 
timely. Every seller of goods, according to an excel- 
lent classification, tries to do three things in bringing 
to pass a sale : first, bring out the strong points ; sec- 
ond, hide the weak ones ; third, convince the cus- 
tomer that the investment will be safe and desirable. 

To seize upon talking points and bring results 
necessitates a knowledge of the passing events of 



492 ADVERTISING 

the day affecting the particular business in question. 
Right now there is a discussion regarding the keep- 
ing of meats in refrigerators. If a merchant guaran- 
tees that he has goods which do not come under the 
condemnation of government experts appointed for 
the investigation of specific conditions, he has a sal- 
ient talking point. 

Information gotten out by the business enterprise 
interested and put before the public could not help 
being attractive to the consumer who is usually de- 
sirous of the best things. This is illustrated in the 
case of the revelations brought about by government 
commissions to investigate regarding the kind of 
chickens we are eating. Investigation showed that 
many chickens taken from the refrigerator plants 
were in a bad condition. Dealers were selling them 
as fresh poultry; then an examination of the houses 
in which killing was done showed that some were 
picked after scalding; others were picked dry. They 
gave preference to the chicken picked dry. Then 
the bleeding of chickens was investigated. Decay 
was found to result from improper bleeding. If 
done proper]" the chicken will die without serious 
effects. 

An investigation is being made at the present time 
regarding the circulatory system of a chicken. When 
this is understood, just the right point of the head 
will be cut to insure its preservation under favor- 
able conditions. The director of the laboratory now 
insists upon chickens being killed and allowed to 
cool for 24 hours before selling them. As soon as 
killed, the head and feet are washed with a brush 
in cold water The heads are then wrapped with 



SALESMANSHIP AND ADVERTISING 493 

parchment paper, the chicken placed in a tin can 
with a close fitting lid and then frozen. Such chick- 
ens will last a year and should bring twice the price 
in a favorable season. Summer resorts can now have 
their previously advertised spring chicken out of 
season, and be consistent in their advertisement of 
such. 

An investigation regarding eggs has shown that 
those laid in the spring time are the largest and 
richest of the year. A company in Cleveland gath- 
ered these together, put them in partitioned air- 
tight boxes and stored them in refrigerators. Up 
to this time people had the notion that cold storage 
eggs were not desirable. This firm began an edu 
cational campaign in which the superiority of spring 
laid eggs was emphasized. The result was a rush 
for the cold storage eggs at greatly increased prices. 
Human nature is always looking for its best in- 
terests and scientific knowledge is exceedingly con- 
vincing in either injuring or building up the sale of 
an article. 

The development of the orange business has an 
interesting history and its development has afforded 
excellent talking points for advertiser and salesman. 
When oranges were first shipped from California 
to the East, many arrived spotted or with skins 
broken. Mole bacteria entered, rendering them un 
fit for eating. It began to look as if oranges could 
not be shipped in the ordinary freight refrigerator 
cars until the business was threatened. Being ac- 
cused of sending decayed fruit, the shipper de- 
clared that when the boxes had left their part of 
the country they were in perfect condition. As a 



494 ADVERTISING 

result of the refusal on the part of both purchaser 
and dealer to meet the loss, the railroad was made to 
stand for the damage. Finally the government ap- 
pointed a pomologist to investigate. His work showed 
that the difficulties rested with the dealers themselves. 
The fruit had been carelessly picked, carelessly hand- 
led, carelessly packed, and kept too long a time in 
the store room. In the picking, a clip had been 
used, often resulting in a bruise on the fruit. This 
was stopped and the gloved hands alone were in- 
sisted upon. Even an incision with the thumb nail 
had resulted in a bruise sufficient for bacteria life. 
Instead of allowing the oranges to fall to the ground, 
the baskets to be carelessly filled, and to be dumped 
into the warehouse as formerly, upon packing, they 
were to be put into a sack, and carefully carried to 
the warehouse. No longer were they to be shoveled 
up in lots and put into a box in lots regardless of 
numbers and regularity. Now they are carefully 
sorted and wrapped in tissue paper. Those having 
the slightest bruise are held back. The picker is now 
paid for the number reaching their destination in 
a sound condition. 



Advertising and Package Weights. 

Having made remarkable progress in but four 
years in establishing standards of food purity, rep- 
utable manufacturers are now urging standardiza- 
tion of weights in package goods with a zeal which 
speaks strongly for the enlightened regard for the 
consumer viewpoint, which advertising manufac- 
turers are so fast coming to realize as vital. 



SALESMANSHIP AND ADVERTISING 495 

Down in New Orleans the short weight warning 
of New York's weights superintendent has moved 
George P. Thompson, a well-known wholesaler and 
president of the New Orleans Wholesale Grocers' 
Association, to discuss the situation very frankly, 
realizing that present high-price agitation has cen- 
tred attention on the point. He said: 

"As a matter of fact the Federal food authorities 
are daily proceeding against manufacturers and 
dealers who are misstating facts as to weights or 
measures; and to prove the correctness of the Fed- 
eral authorities' position, they are obtaining convic- 
tions in almost every instance. 

"The demand and the importance of marketing 
this way were created by the manufacturers' large 
advertising, bringing the results that they were after 
— business. If the consuming public is willing to 
purchase its supplies packed this way it should be 
privileged to do so. If it wants bulk goods, net 
weight, either in cereals, crackers, olive oil or simi- 
lar goods it is also its option to purchase that way. 
But if it wants advertised goods, well-known brands, 
put up in hygienic form, it should be willing to 
take the package that the manufacturer builds his 
reputation on. The manufacturer or jobber or other 
dealers are not in the business to hold up the Amer- 
ican public, but to furnish it with its food supplies 
on a legitimate basis; and it is fallacy and poor ar- 
gument for some to continue to harp on the fact 
that merchandising to-day in many instances is a 
cheat and a deception. 

"This State Superintendent of Weights refers to 
gallon cans of tomatoes that never have contained a 



496 ADVERTISING 

gallon. It was never intended that they should hold 
a gallon, and for use in the trade are called a No. 
10 can. Some people call them gallons, which is 
a misnomer on their part, but the packer or merchant 
should not be held responsible for their error. There 
are different grades of tomatoes. Some contain more 
water than others. There are different grades of 
dry goods. As to the matter of price, quality com- 
mands its figure. If the consuming public wants 
cheap goods, it must expect inferior quality. If 
it wants Al stock, it knows the penalty — a higher 
price. 

"He refers to the deception in bottles used in 
connection with the packing of olive oil. Large bot- 
tles that he states were formerly called a quart are 
now known as 'large' bottles. All the principal 
olive oil packers have packed many sizes of olive 
oils and similar goods and they not only pack full 
quart bottles, but they pack other size containers. 
Some of the packers mark the respective sizes 'large,' 
'medium' and 'small'; others, 'bottles/ 'half bottles,' 
and 'quarter bottles,' and the consuming public 
knows well what they are to get when they order a 
special brand large bottle." 

Mr. Thompson is quite right in saying that the 
manufacturer as often as the retailer "short 
weights," but unless weight is a condition of sale 
the manufacturer is evading the weight issue rather 
than being dishonest. Many manufacturers, in- 
stead of raising price, are reducing weight — a prac- 
tice not exactly fair and square to consumers. The 
steps taken by representative, broadminded adver- 
tising manufacturers of food products recently in 



SALESMANSHIP AND ADVERTISING 497 

New York to have weights printed on packages are 
in the interest of greater public confidence in 
advertising and therefore of higher importance than 
any obstacles in the way. 

This is judged by the test of several shipments. 
Information of this kind should prove invaluable, 
not only to the buyer but to the consumer. An ad- 
vertising agency would employ an educational cam- 
paign, using these points to persuade people into a 
purchase. The following clipping, taken from the 
editorial page of "Printers' Ink," is another argu- 
ment in favor of the necessity of a wide-awake, up- 
to-date advertiser: — 

"Every salesman and advertiser should thus be con 
versant with the particular phases of goods which 
are likely to prove vitally interesting for the pub- 
lic. Clerks are often entirely ignorant not only of 
this kind of information but regarding the ordi- 
uary daily advertisement. A system which permits 
of such condition is a poor one and needs revision. 
With such data no wonder that some people have 
been compelled to ask "Does advertising pay?" If 
advertising is to be effective there are other inter- 
ests which must work in harmony to produce the 
best results desired. Many stores pay too much at- 
tention to sales managers, floor walkers and em- 
ployes instead of the one who is actually to sell 
the goods. The clerk or salesman should be the cen- 
tre of constant attention. Every complaint made 
by him that interferes with his selling of goods 
should not only be correct as far as possible, but 
suggestions should be insisted upon. The one who 
is in actual touch with the trade has the true 



498 ADVERTISING 

point of view. Knowing that every advertisement, 
sales manager, and head of a department is working 
for him, is the secret of bringing effectiveness into 
every sale." 

In closing our course we are led to say that ad- 
vertising is salesmanship. Salesmanship implies 
keeping in touch with the interests and demands of 
humanity. It is the salesman's business to satisfy 
those demands or create such where none is felt. 
To do this implies a constant study of humanity, a 
general knowledge of goods, and a knowledge of the 
economic conditions which are tending to destroy or 
to build up the present prestige. Intelligence and 
adaptation must ever be the motto; intelligence to 
see right relations, adaptation to carry them into 
effect, This means toil and trouble, initiativeness 
and disappointment, but above all — success. 



INDEX 



Reference is to Pages 



A 

Action, 

kinds of 98 to 101 

value of, in advertis- 
ing 213 

Advertiser, the, 

ability of 328 

character of 329 

equipment of 327 

knowledge of 328 

psychology and the . . . 

11 to 14 
work of . : 86, 88 

Advertisement, 

and the letter writer.. 388 
Cooper Manufacturing 

Co 414 

keeping record of 415 

keying of '. . . .415 

one of the best ... 330 

simple letter 413 

Advertisement writers, 
kinds of 212 

Advertisements, 

climax of 211 

descriptive 219 

force and dignity in... 

214, 215, 216 
form and figures of . . . 

26 to 40 
method used 212 



of authority 218, 219- 

seasonable 220- 

"Advertising," 
clipping from 339 

Advertising, 

English of 209, 253 

ethics of . . .285 

good appearances ....123 

magazine 287, 288 

newspaper 288 

typography of 

123, 124, 125 
trade mark 254, 255 

Advertising English, 
underlying principles 
of 224 

Advertising Agency, the 
art department, duties 

of ...462, 463 

business manager, du- 
ties of 463, 464 

copy chief and assist- 
ant, duties of . .461, 462 
checking clerk, the. . . 

464, 465 

competition of 466 

general advertising ..466 
head of — duties of . . . .459 

illustrations. .,468 to 473 
management of ...... 458" 

messengers, the 465 



■199 



500 



ADVERTISING 



order clerk, the 464 

printing expert, the... 463 

puff, the 467 to 473 

rate man — planner — 

duties of 460-461 

solicitor, the duties of 460 
special departments, 

duties of 463 

Advertising Campaign, 
agreement — form of... 482 
circulars and pam- 
phlets 479, 480, 481 

circular letters, form 

of 485, 486 

examples 477, 478 

illustration 475, 476 

letters (personal) 

487, 488 

management of 89, 90 

Advertising Campaign, 
newspaper insertions.. 

483, 484 

newspaper puff 485 

talking points ...474, 475 
United Roofing & Mfg. 

Co 474 

quality guarantee . . . .474 
Advertising and Package 

Weights 494, 495 

short weights and 

measures 495, 496 

Advertising letters, 

classes reached by 389, 390 

effect of 389 

American Radiator Co., 

ad. of 54, 55 

Argumentation, 

illustrated 237 

Artistic Effect, the, 

discussed 37 



illustrated 38, 39 

Association 64, 65, 66 

Attention, 

gaining and holding 
the 110, 111 

colors Ill 

Automobile Ads, 

words used in 262, 263 

B 

Bates, Charles Austin, 

quoted 242 

Bank Advertising, 

method of , 226 

Beautiful, the 

importance of love of. 

43, 44 
Berenson, Berhard, 

quoted 202 

Bicycle Ad, 

by Harry R. Geer Co. 28 
Bill Board Advertising. .454 

advantages of 455 

aim of 454 

Blotting Ad 366, 367 

Books, 

play of imagination in 76 
Booklets, 

illustrations 361, 362 

introduction of 363 

titles of (illustrations) 

363, 365 

used in advertising. . 

359, 360 
Borders, 

advantage of 30, 31, 32 

"Building Business," 

quotation from 195 

Business English, 

simple words in 252 



INDEX 



501 



Business Man's English, 

clearness of 240 

style of 240, 244 

unity of 241 

Butterick Co., 

ad. of 296 

C 
Camera, 

use of 194 

Candy Store, 

ad. of . ..339 

Catalog Making, 

372, 373, 374 
Catsup Ads, 

words used in 266 

Choleric Temperament, the, 

explained 106 

ad. appealing to 106 

Clerk or Salesman, 

knowledge of 497, 498 

Cluett, Peabody & Co., 

collar button ad 233 

Color 381, 382, 383 

list of combinations,.. 

384, 385 
Composition, 

explained 126 

"form" 126 

proof 126 

Curiosity, 

importance of 46 

Current Happenings, 

use of, in advertising. 343 

D 

Decorator, 

advantage of seasons to 

308, 309 
forms used by 314, 317 



responsibility of 312 

responsibility for mer- 
chandise 313 

Demonstration, 

care in 356 

Description 224 

illustrated 225 

Desire and Habit, 

discussed 85 

Dummy 381 

Dutch Cleanser Ad, 

mentioned 210 

E 

Eastman Kodak Co., 

ads. of 45, 372 

Eau de Cologne, 

ad. of 73 

Electrotype, 

how made 89 

Electric Sign, 

advantages of 457 

aim of 457 

Electric Sign Manufacturer, 
principle of 119 

''Em," an, 

explained 131 

Emery, B. E'., 

booklets issued by .... 

368 to 371 

Engraving, 

kinds of 196, 197 

Exposition, 

Altas Cement ad 221 

illustration 232 

meaning of 221 

purpose of 230 

requisites of 232 



502 



ADVERTISING 



F 

Figures, 

symmetry and propor- 
tion of 34 

Figures of Speech, 

Hampton's list 248 

metaphor 249 

simile 250 

use of 249 

Fire Insurance Co., 

practice of 356 

Folders and Post Cards, 
size of 374 

Geiger Jones Company, 
ad. of 32 

German Trade Journal, 
described 435 

Getting the Will 98 

Goods and Prices 

297, 298, 299 

Gulliver's Travels, 
mentioned 73 

H 

Habit, 

discussed 90, 91 

Half-tone, 

process 189 

Hal leek, Prof 70 

Heating Apparatus Ads., 

words used in 268 

Hoarding, 

explained 50, 51 

illustration 51 

Hubbard, Albert, 

ad. written Dy 246, 247 

Human Instincts, 

inherited 41. 42 



I 

Illustrations, the 

best 187 

kinds of 188 

value of 186 

Imagery 68, 69 

Imagination, 

ads. illustrating. .72 to 75 
fear of, in advertising 81 

kinds of 70, 71, 72 

meaning of 70 

stimulated by illustra- 
tion 83 

suggestion an aid to. 80 

Incubator, 
advertised 311 

Ingenuity, 

"Iwanda" 67 

"Uneeda" 67 

Inhibition, 

meaning of 96, 97 

what constitutes 109 

Initials, 

types of 180 to 185 

Instincts, 

clothing 47 

hunting 52, 53 

social 44, 46 

Intellectual, 
appealing to the .... 63 

Intensity, 

illustrated 61, 62 

Inquiries, 

use of 390 

Ivins, 

ad 228, 229 

J 

James, Prof., 

classification by 201 



INDEX 



503 



Jewelers' Circular, 

illustrations of 425 

index of 427 

pages of 428 to 434 

Johnson & Johnson, 

shaving cream ad. . . . 36 

"Josh Says," 

ad 343, 344 

Juvenile Media, 

analyses of ..452 

K 

Karo Ad 292, 293 

Kingsford Corn Starch, 
ad. of 78, 291, 294 

L 

"Leads," 

explained 129 

Letters, 

form of 393 

illustrations 

394 to 397 and 400 

mimeograph, 

how used , . . .398 

reproduction of ... . 397,398 
Letter Writing, 

art of 387 

power of 386 

Lithography, 

use of 197, 198 

M 

Magazine Advertising. . . 

446-452 
advantages of ....446.451 
factors to be consid- 
ered .451 

illustrations 448-449 

keyed advertisements, 
advantages of 451 



Mailing List, 
making a .391 

Mail Order Blank, 

form of . 416 

Mail Order Advertisers, 
kinds of 405 

Mail Order Dept, 

beginning of 404 

classes reached by.... 406 

Manager, 

busy day of 325, 326, 327 

Marks of Printers, 

'clean copy" 128 

"dirty copy'' ........ .128 

terms used by. . . .129, 130 

used in proof reading 127 

Mozda Lamp, 

ad. of General Elec- 
tric 120 

Media of Advertising. . 

437-457 
Bell Telephone Co. ...440 
classified advertise- 
ments 438 

change of style, advan- 
tages of 440 

newspapers 437, 438 

Scott, Prof. Walter D. 

analysis by 438 

weekly paper, 

advantages of 439 

Memory, 

principles of 56 

Men's Outer Clothing Ads., 
words used in 263, 264 

Mind, the 22, 23 

law of relativity .... 24 
threshold of sensation 

23-24 



504 



ADVERTISING 



Mistakes, 

value of 205 

Modern Advertising, 

how accomplished . . . .232 

work of writers of . . . . 

323, 324 

how accomplished ...232 
Murphy Varnish Co., 

ad 412 

N 
Narrative and Descrip- 
tion 222, 223 

National Lead Co., 

ad. of 235 

Newspapers vs. Maga- 
zines 440, 441 

newspaper contract, a 443 
newspaper advertising, 
advantages of 444 to 446 

illustrations of 

442 to 450 

space necessary 444 

Novelty Advertising . . . 

347, 348 

barrels 355 

blotters 351 

calendars 350 

free candy 354, 355 

free fish and candy... 355 

free polish 351 

free tickets 353 

match case 355 

moving pictures 352 

phonographs 353 

samples 352 

Singer Sewing Mach. Co., 

ad 347 

free gum 349 

knives 349 



O 

Orientation and Exploita- 
tion, 

"Cherubs" 115 

explained 114 

"Hounds in Leash"... .116 

P 

Paper, 

stock of 379 

Paragraphing, 

illustrated 401, 402 

Parental Instinct, 

discussed 50 

Pears Soap, 

"bubbles" ad 77 

Personality, 

defined 199 

discussed 201-208 

Personal, 

illustrated 239 

Phlegmatic Temperament, 

explained 107 

Picture Cards, 

as ads 357, 358 

Poetry, 

impressive form of... 60 
Point System, 

explained 129-134 

Possession, 

desire for 49, 50 

Post Cards, 

value of, in advertis- 
ing 379 

Possible Advertisements, 

classification of 32 

Preface 7, 8, 9 

Premiums, 

use of, in advertising. 

93-96 



INDEX 



505 



Prorating, 

methods of 315 

Psychology, 

basic principles in.. 14-25 

six principles govern- 
ing attention 116 

Punctuation, 

illustrations 277-281 

Puzzle Picture Advertis- 
ing 122 

Q 

Question Column, 

use of 435 

Quaker Oats, 

ad. of 227 

R 

Repetition, 

illustrated 234 

value of 57-60 

Replies, 

attention to 392 

S 

Salesman, 

failure of 388 

method of 222 

Salesmanship — Definition 

of 498 

Salesmanship vs. Advertis- 
ing, 

advertiser and sales- 
man — difference be- 
tween 489, 490, 491 

mail order and sales- 
man — difference be- 
tween 489-490 

advertiser — advantages 
of 491 



examples 492-493 

illustration 456 

salesman — talking 

points 491 

Sanguine Temperament, the 
advertisements appeal- 
ing to .102-3-4-5 

the appeal to 101-102 

Screens, 

use of 194 

illustrations 

190, 191, 192, 193 
Self-Preservation, 

a common instinct. .42-43 
Sensation and Intelli- 
gence 297 

Senses, the 

Hearing 21 

illustration 22 

muscular 19 

illustration 20 

sight 20-21 

smell 17-18 

taste ...18-19 

illustration . 19 

temperature sensa- 
tions 18 

touch 15-16 

Helen Keller (as ex- 
ample) 15 

illustration 16-17 

Sense Impression 21-22 

Sentences — punctu ation, 

illustrated 

257-58-59-60-61-62 
Sex Instinct, 

discussed 48 

Shannon vs. Kirschbaum, 
case of 290 



506 



ADVERTISING 



Show Window, the 

and written advertise- 
ment , 303 

color in 305-306 

fixtures of 311-312 

importance of 

300, 301, 302 
setting of 303-304-305 

Simple Spelling, 

authorized 267 to 276 

"Something for Nothing," 
"free" 51-52 

Squares 37 

Stereotyping, 
how accomplished ....196 

Stores and the Window. 

242-243-24,4 

Street Car Advertising, 
advantages of . . . .452-453 

aim of 453 

arrangement of 454 

"Sunny Jim," 

mentioned 75 

Symmetry and Unitary Fig- 
ures, 
meaning of 27 

T 

Trade Journals, 

advertising 423 

advertisements of ....420 

dangers of 421 

defined 419 

reputation through . . . 

421-422 

use of 418-419 

written matter of 423-424 

Trade Marks, 

in U. S. Patent Office. 

281-282-283-284 



Type, 

for advertising 136 

Size of 119 

specimens of 135 

Type Samples, 

Ben Franklin Con- 
densed 142-143 

Blair , 166 

Body 3 

Bookman 172-173 

Bradley 144 

Caslon, 

Old Style 161-162 

Old Style Italics . . .164 

New 162-163 

Cheltenham 153-154 

Cheltenham Bold. .155-156 
Cheltenham Bold Italic 

157 

Cloister Block 169 

Devinne .139 

Devinne Condensed. . .141 

Devinne Italic 140 

Engravers' Bold 165 

Gothic Condensed ....174 
Gothic Medium Con- 
densed 178 

Howland 171 

Jenson, 

Heavy 160 

Old Style Italic 159 

Old Style 158 

Light Gothic 174 

Medium Gothic 175 

Old English Text 167 

Pabst Old Style 152 

Post Condensed. ...144-145 

Post Monotone 170 

Post Old Style 146-147-148 
Tiffany Gothic 166 



INDEX 



507 



Standard Gothic 176 

Slope Gothic 177 

Washington Text 168 

Winchell Condensed.. .149 

Winchell 150-151 

Types, 

names of 131 

W 

Walk-Over Shoe Co., 

advertisement of 340 

Wanamaker, 

as illustration 92 

Waterman's Fountain Pen 

Advertisement 377 

Western Electric Co., 

advertisement of 380 

Whitman, H. B., 

advertisement of 103 



Whitmer's Analytical 
Psychology, 

quotation from 34 

Whole Page Advertisement, 

importance of 

113, 117, 118 
Wilder, Marshall P., 

quoted 330 

Window Display, 

action in 210 

illustrations ..319-320-321 

results of 315, 316 

Woodcut, 

how obtained 194 



Zinc Etching, 
explained 188 



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